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Eklund, A. & Helmefalk, M. (2019). Brand experience and brand image: the mediating impact of brand passion and brand image in the context of car brands. In: : . Paper presented at 14th Global Brand Conference 2019: Academy of Marketing - SIG Brand, Identity & Corporate Reputation, Berlin, Germany, May 8-10, 2019.
Open this publication in new window or tab >>Brand experience and brand image: the mediating impact of brand passion and brand image in the context of car brands
2019 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

The automotive industry encounters fierce competition, in which distinguishing from competitive brands is imperative to ensure a positive brand image. Due that consumers are overwhelmed with car brands to select from, manufacturers need to consider how to make them loyal next time when purchasing a car. This paper examines the parallel meditation of brand passion and brand image between brand experience and brand loyalty for car brands. A questionnaire was distributed online through a car magazine among car consumers (n = 897). The parallel mediation was examined using Hayes PROCESS. Results show that brand passion and brand image positively mediate the relationship between brand experience and brand loyalty. These results allude that forward-thinking managers and researches not only need to consider the relationship between brand experience and brand loyalty but also that consumer’s brand passion and brand image mediate the linkage. Hence, brand experience can be tailor-made with brand-related stimuli to facilitate consumers brand passion and brand image, which will positively impact brand loyalty and make consumers intermittently purchase the same car brand again. Future research is encouraged to compare premium vs. non-premium brand with another with the parallel meditation effect to identify differences and similarities.

Keywords
Brand experience, Brand passion, Brand image, Brand loyalty, Parallel mediation
National Category
Business Administration
Research subject
Economy, Business administration
Identifiers
urn:nbn:se:lnu:diva-84724 (URN)
Conference
14th Global Brand Conference 2019: Academy of Marketing - SIG Brand, Identity & Corporate Reputation, Berlin, Germany, May 8-10, 2019
Available from: 2019-06-07 Created: 2019-06-07 Last updated: 2019-08-09Bibliographically approved
Eklund, A. (2019). Harmonising value in a car’s interior using sensory marketing as a lens. (Doctoral dissertation). Växjö: Linnaeus University Press
Open this publication in new window or tab >>Harmonising value in a car’s interior using sensory marketing as a lens
2019 (English)Doctoral thesis, monograph (Other academic)
Abstract [en]

The human senses have always influenced people’s perceptions of thesurrounding environment and objects. As a consequence of the evolvement ofthe experience economy, research on the human senses has increasedsubstantially and attracted scholars from various research domains, includingsensory marketing. In the marketing domain, research emphasises that value iscreated when consumers experience brands, products, and servicescapes that areexciting and fun to interact with through the human senses. In accordance withthe service-dominant logic discussion, value is created from the servicesurrounding the product, such as the experience, which includes manufacturersand consumers. Although this has partly been captured under sensorymarketing, little is known of how sensory marketing cues contribute to brandexperience and brand value. Theoretically, it is emphasised that creating valueis a service process, where the manufacturer’s goal is to plan and design amultisensory brand experience facilitated by the human senses leading toconsumer value, as well as to enhance the brand as an image. Hence, the purposeof this dissertation is to understand and explain how value is created within acar’s interior by applying sensory marketing as a lens.

To address the purpose, an exploratory sequential mixed methods approachwas employed to capture different aspects of creating value. The empirical dataare based on a case study with a global premium car manufacturer, focusing onhow value is created and offered within a car’s interior. The qualitative sequenceexplored how the manufacturer plans and designs a value proposition byembedding sensory cues in the car’s interior. Furthermore, how value-in-use iscreated by providing a brand experience is analysed. The quantitative sequenceexamined the relationship between brand experience and brand image to explainhow consumer value as an experience is created.

The dissertation concludes that creating value in the car’s interior followsthe logic of service-dominant logic and includes manufacturers and consumers.For the manufacturer, this was a strategic process to position the automotivebrand as premium by offering value in the car’s interior. To achieve this, valuewas planned and designed by embedding sensory cues in the car’s interior.However, sensory cues were not embedded in isolation; rather they wereharmonised with another to gestalt the coherent theme of Scandinavia in termsof colour, material, and shape to provide consumers with a brand experience forsense-making. Moreover, it was demonstrated that not all brand experiencedimensions impact brand image to create value as an experience. The resultsshow that sensory, affective, and harmony experience have a positiverelationship with brand image, which generates the consumer’s value as anexperience.

Overall, the dissertation contributes to the process of creating value in thecar’s interior by relating sensory marketing with branding and service-dominantlogic, with harmony uniting these. Similar to an orchestra, where the conductorstrategically organises various instruments on the stage to play a harmoniousmelody for the audience, the manufacturer uses the car’s interior as a stage withsensory cues to provide consumers with a harmonious brand experience, leadingto a positive brand image. Harmony has been identified, operationalised,measured, and tested with a positive result. Theoretical, managerial, and ethicalimplications are discussed.

Place, publisher, year, edition, pages
Växjö: Linnaeus University Press, 2019. p. 280
Series
Linnaeus University Dissertations ; 356
Keywords
brand experience, brand image, sensory cues, sensory marketing, and service-dominant logic (SDL)
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-88115 (URN)978-91-88898-76-0 (ISBN)978-91-88898-77-7 (ISBN)
Public defence
2019-09-06, FO1036, Universitetskajen, Kalmar, 13:00 (English)
Opponent
Supervisors
Available from: 2019-08-19 Created: 2019-08-19 Last updated: 2019-09-16Bibliographically approved
Helmefalk, M. & Eklund, A. (2018). Fun and function?: The impact of experiential learning styles on hedonic and utilitarian values in classrooms. Journal of Interdisciplinary Studies in Education, 7(1), 1-18
Open this publication in new window or tab >>Fun and function?: The impact of experiential learning styles on hedonic and utilitarian values in classrooms
2018 (English)In: Journal of Interdisciplinary Studies in Education, ISSN 2166-2681, Vol. 7, no 1, p. 1-18Article in journal (Refereed) Published
Abstract [en]

This study examines how components of experiential learning styles influencethe hedonic and utilitarian values of classrooms in higher education. Thesevalues are argued to impact on emotions and learning outcomes. A surveywas employed with university students in different universities. Findings showconcrete experience has a positive impact on both hedonic and utilitarianvalues. These findings emphasize that those students that score higher on theconcrete experience scale tend to consider classrooms as more importantregarding their utilitarian and hedonic values. These students are suggestedto be more influenced by experiential designed classrooms that impact theirlearning outcomes.

Place, publisher, year, edition, pages
Arkansas State University, 2018
Keywords
Hedonic and utilitarian values, Higher education, Learning styles
National Category
Business Administration
Research subject
Economy, Business administration
Identifiers
urn:nbn:se:lnu:diva-84726 (URN)
Available from: 2019-06-07 Created: 2019-06-07 Last updated: 2019-06-10Bibliographically approved
Eklund, A. & Helmefalk, M. (2018). Seeing through touch: a conceptual framework of visual-tactile interplay. Journal of Product & Brand Management, 27(5), 498-513
Open this publication in new window or tab >>Seeing through touch: a conceptual framework of visual-tactile interplay
2018 (English)In: Journal of Product & Brand Management, ISSN 1061-0421, Vol. 27, no 5, p. 498-513Article, review/survey (Refereed) Published
Abstract [en]

Purpose - The purpose of this paper is to develop a comprehensive conceptual framework of visual-tactile interplay and consumer responses in brand, product and servicescape contexts. Design/methodology/approach - This paper performs a literature review of visual-tactile interplay by reviewing prior research in marketing and psychology. Findings - The review reveals that visual-tactile interplay provokes various consumer responses depending on whether brands, products or servicescapes are used. The paper develops a comprehensive conceptual framework mapping out visual-tactile interplay and the relationship with consumers' cognition, emotions and behaviors. Research limitations/implications - A conceptual model was developed with a novel view on how visual and tactile cues can together influence consumer responses. Practical implications - This paper shows how visual-tactile interplay is successful in brand, product and servicescape contexts and provides practical insight for firms into how to provoke consumers' cognitive, emotional and behavioral responses. Originality/value - This paper contributes to existing literature by developing a conceptual framework and model of visual-tactile interplay and consumer responses by drawing on research in marketing and psychology.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2018
Keywords
Brands, Products, Servicescapes, Sensory cues, Sensory marketing, Multisensory interplay, Visual-tactile interplay
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-79764 (URN)10.1108/JPBM-07-2017-1520 (DOI)000454251800004 ()2-s2.0-85056471036 (Scopus ID)
Available from: 2019-01-23 Created: 2019-01-23 Last updated: 2019-08-29Bibliographically approved
Eklund, A. & Helmefalk, M. (2017). Visual-Tactile Multisensory Interplay: Literature Review and Research Directions. In: Proceedings of the 12th Global Brand Conference of the Academy of Marketing: . Paper presented at 12th Global Brand Conference of the Academy of Marketing´s SIG in Brand, Identity and Corporate Reputation: Sensory Branding, School of Business and Economics, Linnaeus University, Kalmar, Sweden, April 26th-28th, 2017 (pp. 179-191).
Open this publication in new window or tab >>Visual-Tactile Multisensory Interplay: Literature Review and Research Directions
2017 (English)In: Proceedings of the 12th Global Brand Conference of the Academy of Marketing, 2017, p. 179-191Conference paper, Oral presentation with published abstract (Refereed)
Keywords
Consumer behavior, Sensory interplay, Sensory Marketing, Visual-tactile
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-62762 (URN)9789188357694 (ISBN)
Conference
12th Global Brand Conference of the Academy of Marketing´s SIG in Brand, Identity and Corporate Reputation: Sensory Branding, School of Business and Economics, Linnaeus University, Kalmar, Sweden, April 26th-28th, 2017
Available from: 2017-05-02 Created: 2017-05-02 Last updated: 2017-05-10Bibliographically approved
Helmefalk, M., Eklund, A. & Hultén, B. (2016). The impact of olfactory congruent cues on consumer approach behavior. In: Presented at 45th European Marketing Academy (EMAC): Marketing in the age of data, Oslo, Norway, May 24-27, 2016: . Paper presented at 45th European Marketing Academy (EMAC): Marketing in the age of data, Oslo, Norway, May 24-27, 2016.
Open this publication in new window or tab >>The impact of olfactory congruent cues on consumer approach behavior
2016 (English)In: Presented at 45th European Marketing Academy (EMAC): Marketing in the age of data, Oslo, Norway, May 24-27, 2016, 2016Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

What impact do olfactory congruent cues exert on consumer approach behavior at point-of- purchase in a retail setting? This research depicts actual consumer behavior in relation to the introduction of olfactory congruent cues, as store atmospherics, in a fashion store. In the retailing and sensory marketing research, there is a gap with respect to how olfactory congruent cues, as retail atmospherics, impact on actual consumer behavior in terms of time spent, touching products and walking towards a particular in-store area. In the reported study, the authors find a difference between consumer approach behavior in a conventional store environment and that in a manipulated store environment. 

Keywords
Consumer approach behavior, Olfactory congruent cues, Retail Atmospherics
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-55709 (URN)
Conference
45th European Marketing Academy (EMAC): Marketing in the age of data, Oslo, Norway, May 24-27, 2016
Available from: 2016-08-23 Created: 2016-08-23 Last updated: 2016-09-28Bibliographically approved
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0003-4209-0182

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