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Publications (10 of 21) Show all publications
Roper, S., Iglesias, O. & Rodrigues, C. (2019). Sensory Branding: Special Issue following the 12th Global Brand Conference, Linnaeus University, Sweden. Journal of Business Research, 96, 340-342
Open this publication in new window or tab >>Sensory Branding: Special Issue following the 12th Global Brand Conference, Linnaeus University, Sweden
2019 (English)In: Journal of Business Research, ISSN 0148-2963, E-ISSN 1873-7978, Vol. 96, p. 340-342Article in journal, Editorial material (Other academic) Published
Place, publisher, year, edition, pages
Elsevier, 2019
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-80559 (URN)10.1016/j.jbusres.2018.12.040 (DOI)000457512300029 ()
Available from: 2019-02-19 Created: 2019-02-19 Last updated: 2019-02-19Bibliographically approved
Rodrigues, C. (2018). Branding Porto: An Authentic-Based Approach to Place Identity Theory. In: Mark Anthony Camilleri (Ed.), Strategic Perspectives in Destination Marketing: (pp. 198-219). Hershey: IGI Global
Open this publication in new window or tab >>Branding Porto: An Authentic-Based Approach to Place Identity Theory
2018 (English)In: Strategic Perspectives in Destination Marketing / [ed] Mark Anthony Camilleri, Hershey: IGI Global, 2018, p. 198-219Chapter in book (Refereed)
Abstract [en]

Departing from the Porto brand case study, this chapter discusses the concept of destination brand identity from the supply-side perspective. Consequently, it proposes an authentic-based approach to place identity theory, in which destination authenticity is pointed out as a key driver to create a strong place brand identity. Moreover, it is suggested that destination managers should follow an eight-step approach to branding a destination. This dynamic view of place identity, which is supported by a continuous co-creation process involving local and external stakeholders, allows destination brand managers to mirror and reinforce the destination authenticity.

Place, publisher, year, edition, pages
Hershey: IGI Global, 2018
Series
Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series, ISSN 2327-5502, E-ISSN 2327-5529
Keywords
place identity, destination authenticity
National Category
Economics and Business
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-77029 (URN)10.4018/978-1-5225-5835-4.ch008 (DOI)9781522558354 (ISBN)9781522558361 (ISBN)1522558357 (ISBN)
Available from: 2018-07-30 Created: 2018-07-30 Last updated: 2018-08-14Bibliographically approved
Rodrigues, C. (2018). Destination Branding through multisensory experiences: Case Studies from Sweden. In: Mark Anthony Camilleri (Ed.), The Branding of Tourist Destinations: Theoretical and Empirical Insights: . UK: Emerald Group Publishing Limited
Open this publication in new window or tab >>Destination Branding through multisensory experiences: Case Studies from Sweden
2018 (English)In: The Branding of Tourist Destinations: Theoretical and Empirical Insights / [ed] Mark Anthony Camilleri, UK: Emerald Group Publishing Limited, 2018Chapter in book (Refereed)
Place, publisher, year, edition, pages
UK: Emerald Group Publishing Limited, 2018
Keywords
multisensory experiences, place branding, five senses
National Category
Social Sciences
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-78148 (URN)9781787693746 (ISBN)
Available from: 2018-10-03 Created: 2018-10-03 Last updated: 2018-10-12
Rodrigues, C., Anisimova, T., Brandao, A. & Rodrigues, P. (2018). DETERMINANTS AND OUTCOMES OF BRAND HATE: AN ANTI-BRAND COMMUNITY PERPECTIVE ON STRONG NEGATIVE BRAND EMOTIONS. In: : . Paper presented at 47th EMAC Annual Conference.
Open this publication in new window or tab >>DETERMINANTS AND OUTCOMES OF BRAND HATE: AN ANTI-BRAND COMMUNITY PERPECTIVE ON STRONG NEGATIVE BRAND EMOTIONS
2018 (English)Conference paper, Oral presentation only (Refereed)
Keywords
brand hate, negative brand emotions, anti-brand communities
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-74759 (URN)
Conference
47th EMAC Annual Conference
Available from: 2018-05-31 Created: 2018-05-31 Last updated: 2019-01-08
Rodrigues, C., Rodrigues, P., Macedo, A. F. & Baskaran, K. (2018). Eye tracking the impact of in-store sensory and price messages on visual attention and intended purchase behavior. In: Presented at the 13th Global Brand Conference, Newcastle upon Tyne, UK, May 2-4, 2018: . Paper presented at 13th Global Brand Conference, Newcastle upon Tyne, UK, May 2-4, 2018.
Open this publication in new window or tab >>Eye tracking the impact of in-store sensory and price messages on visual attention and intended purchase behavior
2018 (English)In: Presented at the 13th Global Brand Conference, Newcastle upon Tyne, UK, May 2-4, 2018, 2018Conference paper, Oral presentation only (Refereed)
National Category
Economics and Business
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-74345 (URN)
Conference
13th Global Brand Conference, Newcastle upon Tyne, UK, May 2-4, 2018
Available from: 2018-05-15 Created: 2018-05-15 Last updated: 2018-12-05Bibliographically approved
Rodrigues, C. (2018). Multisensory brand communications: capturing the hearts and minds of consumers (1ed.). In: Aparna Sundar (Ed.), Brand touchpoints: (pp. 115-140). Nova Science Publishers, Inc.
Open this publication in new window or tab >>Multisensory brand communications: capturing the hearts and minds of consumers
2018 (English)In: Brand touchpoints / [ed] Aparna Sundar, Nova Science Publishers, Inc., 2018, 1, p. 115-140Chapter in book (Refereed)
Abstract [en]

Multisensory brand communications are an emerging concept in the field of sensory branding. In order to create emotional ressonance with consumers and build a strong brand identity, brands need to provide sensory gratification and amusement through engaging and compelling marketing communications. The success will lay in how much brands are able to capture the hearts and minds of consumers by activating the human senses in multiple touch points. Departing from anedoctal evidence provided by well-known and sucessful global brands, examples are discussed in the field of multisensory advertising, multisensory events, and digital sensory storytelling.

Place, publisher, year, edition, pages
Nova Science Publishers, Inc., 2018 Edition: 1
Keywords
multisensory brand communications
National Category
Economics and Business
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-74313 (URN)9781536135664 (ISBN)9781536135671 (ISBN)
Available from: 2018-05-15 Created: 2018-05-15 Last updated: 2018-09-07Bibliographically approved
Rodrigues, C. (2018). Multisensory brand experiences and brand love: myth or reality? (1ed.). In: Ruchi Garg, Ritu Chhikara, Tapan Kumar Panda & Aarti Kataria (Ed.), Driving customer appeal through the use of emotional branding: (pp. 1-21). IGI Global
Open this publication in new window or tab >>Multisensory brand experiences and brand love: myth or reality?
2018 (English)In: Driving customer appeal through the use of emotional branding / [ed] Ruchi Garg, Ritu Chhikara, Tapan Kumar Panda & Aarti Kataria, IGI Global, 2018, 1, p. 1-21Chapter in book (Refereed)
Abstract [en]

In this chapter, the author examines the most important research in the field of sensory marketing, brandequity and brand love, that has been published over the past thirty years. Firstly, the author accounts forthe significance of the five senses and sensory marketing which is regarded as a new marketing paradigmfor the 21st century. Secondly, brand equity is discussed as a multidimensional concept, highlightingthe pivotal role of emotional and sensory associations in creating a positive brand image and strongbrand equity. Thirdly, brand love is analysed as an emerging brand-relationship concept in the field ofexperiential consumption. Fourthly, the significance of multisensory brand experiences is discussed asa means of making brands stand out in a competitive environment and inducing feelings of love towardsa brand. Finally, brand sensoriality is pointed out as central to conveying experiential brand valuesthrough multisensory brand experiences, in several encounters.

Place, publisher, year, edition, pages
IGI Global, 2018 Edition: 1
Keywords
Multisensory brand experiences, Brand sensoriality, Brand love
National Category
Economics and Business
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-67995 (URN)10.4018/978-1-5225-2921-7.ch001 (DOI)9781522529217 (ISBN)1522529217 (ISBN)9781522529224 (ISBN)
Available from: 2017-09-16 Created: 2017-09-16 Last updated: 2017-10-11Bibliographically approved
Rodrigues, C., Rodrigues, P., Billore, S. & Oda, T. (2018). Role of brand experience and brand authenticity in creating brand love: a cross-cultural comparative study. In: 2018 Global Marketing Conference at Tokyo Proceedings: . Paper presented at 2018 Global Marketing Conference, Tokyo, Japan, July 26-29, 2018 (pp. 1447-1447). Tokyo: Global Alliance of Marketing and Management Associations
Open this publication in new window or tab >>Role of brand experience and brand authenticity in creating brand love: a cross-cultural comparative study
2018 (English)In: 2018 Global Marketing Conference at Tokyo Proceedings, Tokyo: Global Alliance of Marketing and Management Associations , 2018, p. 1447-1447Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

In recent years brands have come under the spotlight for delivering unique and authentic brand experiences. Consumers find themselves looking for brands that add experiential value to their daily life, from a sensory, behavioral, intellectual and relational perspective (Brakus et al., 2009). Moreover, there is a growing demand for brands that are able to deliver their brand promise authentically (Morhart et al., 2015; Schallehn et al., 2014). On this background, our research was conducted in order to examine the role of brand experience and brand authenticity in generating brand love. In addressing this issue, the present study attempts to perform a test on research hypotheses by empirically validating the proposed conceptual model in a cross-country context (Japan and Portugal) for the brands Apple and Samsung. Additionally, it analyses the moderating effect of self-authenticity in relation to brand experience and brand authenticity. Data collection was done using a structured questionnaire to final consumers, who are owners of Apple and Samsung devices. A total of 574 valid questionnaires were collected regarding Apple brand (Japan = 300; Portugal = 274). Following the testing of the structural equation model, results demonstrate the correlation between brand authenticity and brand experience and show that the greater the self-authenticity, the higher is the effect of brand authenticity on brand love. It is worth noting however that the direct and moderating effects are different for Apple and Samsung in Japan and Portugal. This accounts for the cultural differences in how consumers perceive the experiential and authentic brand value propositions and how they relate emotionally to brands. Our study also provides important managerial implications by helping brand managers to understand how to drive passionate and intense feelings towards brands and to target consumers who are looking for compelling, meaningful and authentic brand experiences.

Place, publisher, year, edition, pages
Tokyo: Global Alliance of Marketing and Management Associations, 2018
Keywords
Brand love, Brand authenticity, Apple, Samsung, Japan, Portugal, India
National Category
Economics and Business
Research subject
Economy; Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-77169 (URN)10.15444/GMC2018.12.03.03 (DOI)
Conference
2018 Global Marketing Conference, Tokyo, Japan, July 26-29, 2018
Available from: 2018-08-16 Created: 2018-08-16 Last updated: 2018-12-05Bibliographically approved
Rodrigues, P., Brandao, A. & Rodrigues, C. (2018). The importance of self in brand love in consumer-luxury brand relationships. Journal of Customer Behavior, 17(3), 189-210
Open this publication in new window or tab >>The importance of self in brand love in consumer-luxury brand relationships
2018 (English)In: Journal of Customer Behavior, ISSN 1475-3928, E-ISSN 1477-6421, Vol. 17, no 3, p. 189-210Article in journal (Refereed) Published
Abstract [en]

The purpose of this paper is to investigate the influence of selfcongruency

and self-brand integration on three dimensions of luxury perceptions:

prestigious perception of a brand, luxury brand perception, and overall luxury

brand perception. It also aims to investigate the moderating effect of these three

dimensions of luxury perceptions on brand love. Data collection was done using a

structured questionnaire completed by end-users of luxury brands. A total of 304

valid questionnaires were collected and the data was analysed using a structural

equation modelling methodology. The data confirms all the hypotheses raised in

the proposed conceptual model. This study is the first to empirically demonstrate

that luxury brand perceptions positively mediate the effect of self-congruency

and self-brand integration on brand love. The results of this study will help

practitioners to understand how to approach consumers in the luxury fashion

segment and how to strengthen consumer-brand relationships.

Place, publisher, year, edition, pages
Westburn Publishers, 2018
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-79230 (URN)10.1362/147539218X15434304746036 (DOI)
Available from: 2018-12-16 Created: 2018-12-16 Last updated: 2019-01-08Bibliographically approved
Rodrigues, C. & Rodrigues, P. (2017). Antecedents and outcomes of luxury brand love: a millennial consumer perspective. In: Conference Proceedings of the Academy of Marketing's Brand, Identity and Corporate Reputation Special Interest Group (SIG): Linnaeus University, Kalmar - April 26-28, 2017. Paper presented at 12th Global Brand Conference of the Academy of Marketing's Brand, Identity and Corporate Reputation Special Interest Group (SIG), Kalmar, Sweden, April 26-28, 2017 (pp. 370-378).
Open this publication in new window or tab >>Antecedents and outcomes of luxury brand love: a millennial consumer perspective
2017 (English)In: Conference Proceedings of the Academy of Marketing's Brand, Identity and Corporate Reputation Special Interest Group (SIG): Linnaeus University, Kalmar - April 26-28, 2017, 2017, p. 370-378Conference paper, Oral presentation with published abstract (Refereed)
National Category
Economics and Business
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-65433 (URN)978-91-88357-69-4 (ISBN)
Conference
12th Global Brand Conference of the Academy of Marketing's Brand, Identity and Corporate Reputation Special Interest Group (SIG), Kalmar, Sweden, April 26-28, 2017
Available from: 2017-06-16 Created: 2017-06-16 Last updated: 2017-10-26Bibliographically approved
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0002-1540-2657

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