lnu.sePublications
Change search
Link to record
Permanent link

Direct link
Publications (10 of 11) Show all publications
Rodrigues, C., Eklund, A., Berndt, A. & Sandberg, S. (2022). Co-creation of multi-sensory brand experiences: a manufacturer perspective. In: Stefan Markovic;Richard Gyrd-Jones;Sylvia von Wallpach;Adam Lindgreen (Ed.), Research Handbook on Brand Co-Creation: Theory, Practice and Ethical Implications (pp. 138-152). Cheltenham: Edward Elgar Publishing
Open this publication in new window or tab >>Co-creation of multi-sensory brand experiences: a manufacturer perspective
2022 (English)In: Research Handbook on Brand Co-Creation: Theory, Practice and Ethical Implications / [ed] Stefan Markovic;Richard Gyrd-Jones;Sylvia von Wallpach;Adam Lindgreen, Cheltenham: Edward Elgar Publishing, 2022, p. 138-152Chapter in book (Refereed)
Abstract [en]

While brands are among the most valuable assets for companies and serve as a basis for competitive advantage, limited research exists on how manufacturers in the luxury car segment interact with their stakeholders in the value co-creation process. A review of the main theories on brand co-creation, value creation, and sensory marketing is used together with a case study of a global car manufacturer in the premium segment to explore the co-creation of multi-sensory experiences within the car’s interior. Our findings show that co-creation of these experiences is achieved by employing a brand heritage theme in designing a value proposition. Suppliers contribute with competence, knowledge, and skills in ideating the car´s interior, while consumers assist the manufacturer to identify which factors contribute to an outstanding multisensory experience. A framework for understanding the co-creation of multi-sensory brand experiences is proposed reflecting the contribution of stakeholders in this process.

Place, publisher, year, edition, pages
Cheltenham: Edward Elgar Publishing, 2022
Keywords
brand co-creation, value creation, sensory marketing, multi-sensory brand experiences, premium brand, car manufacturer
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-110821 (URN)9781839105418 (ISBN)9781839105425 (ISBN)
Available from: 2022-03-16 Created: 2022-03-16 Last updated: 2022-12-16Bibliographically approved
Eklund, A. & Helmefalk, M. (2022). Congruency or incongruency: a theoretical framework and opportunities for future research avenues. Journal of Product & Brand Management, 31(4), 606-621
Open this publication in new window or tab >>Congruency or incongruency: a theoretical framework and opportunities for future research avenues
2022 (English)In: Journal of Product & Brand Management, ISSN 1061-0421, Vol. 31, no 4, p. 606-621Article in journal (Refereed) Published
Abstract [en]

Purpose

The purpose of this paper is to conceptualise and provide a future research agenda for (in)congruence regarding cues between products, brands and atmospheres.

Design/methodology/approach

A semi-systematic literature review was conducted. The aim was to assess, critique and synthesise (in)congruence, which was found in the literature to be dispersed and interdisciplinary, and to propose a theoretical framework in the marketing domain.

Findings

Firstly, the review reveals that sensory and semantic cues are interrelated in products, brands and atmospheres. It illustrates that these cues are the foundation for (in)congruence. Secondly, the findings show various theoretical foundations for (in)congruence. These explain where and how congruence occurs. Lastly, a theoretical framework for (in)congruence and a future research agenda were developed to stimulate further research.

Research limitations/implications

A theoretical framework was developed to enrich the theoretical knowledge and understanding of (in)congruence in the marketing domain.

Practical implications

The review reveals that products, brands and atmospheres have spillover effects. Managers are advised to understand the semantic meaning carried by cues to foster various outcomes, to estimate the trade-offs when modifying (in)congruent cues for products, brands and atmospheres.

Originality/value

The developed theoretical framework advances and deepens the knowledge of (in)congruence in the marketing domain by moving beyond the match and fit between two entities and by revealing the underlying mechanism and its outcomes.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2022
Keywords
Expectancy, Brand, Product, Semantic cues, Sensory cues, Atmosphere, (Dis)confirmation, (In)congruence, Semi-systematic literature review
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-106703 (URN)10.1108/JPBM-03-2020-2795 (DOI)000680425000001 ()2-s2.0-85111507797 (Scopus ID)2021 (Local ID)2021 (Archive number)2021 (OAI)
Available from: 2021-09-02 Created: 2021-09-02 Last updated: 2022-04-26Bibliographically approved
Eklund, A. & Helmefalk, M. (2022). Marknadsföring för alla sinnen (1ed.). Lund: Studentlitteratur AB
Open this publication in new window or tab >>Marknadsföring för alla sinnen
2022 (Swedish)Book (Other academic)
Abstract [sv]

I den här boken beskrivs sinnesmarknadsföring, digitalisering och nya tekniska lösningar för produkter, varumärken och servicemiljöer, i fysiska såväl som digitala sammanhang. Författarna diskuterar även etik och moral samt framtida trender, såsom artificiell intelligens, ur ett sinnesmarknadsföringsperspektiv.

Känner du hur information och budskap av alla de slag kryper allt närmare? In under skinnet och upp i ansiktet utan att vi kan värja oss? I takt med digitaliseringens framfart förändras marknadsföringen av produkter, varumärken och servicemiljöer. De mänskliga sinnenas roll att samla in och tolka information kompletteras alltmer av teknik när vi konsumerar varor och tjänster. För varje dag som går tillkommer ny teknik i vår vardag, nya sensorer som kommer allt närmare våra fysiska kroppar, och vi blir alltmer uppkopplade, på gott och ont.

Tanken med boken är att föra samman två etablerade områden – mänskliga sinnen och digitala tekniker – ur ett marknadsföringsperspektiv. Studenter och praktiker placerar sig allt oftare och mer medvetet i spänningsfältet mellan sinnena och det digitala. Denna skärningspunkt är inte alltid enkel att fånga, men när det lyckas är det värt besväret!

Place, publisher, year, edition, pages
Lund: Studentlitteratur AB, 2022. p. 223 Edition: 1
Keywords
Digitalisering, Marknadsföring, Produkter, Sinnesmarknadsföring, Teknik, Sensorer, Servicemiljö, Sinnen, Varumärken
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-117625 (URN)9789144137247 (ISBN)
Available from: 2023-02-13 Created: 2023-02-13 Last updated: 2023-05-09Bibliographically approved
Komissarov, S., Eklund, A. & Kocakulah, M. (2021). The Role of Marketing in Understanding and Controlling Cost of Quality. Journal of Economics and Management Sciences, 4(1), p1-p7
Open this publication in new window or tab >>The Role of Marketing in Understanding and Controlling Cost of Quality
2021 (English)In: Journal of Economics and Management Sciences, ISSN 2576-3008, Vol. 4, no 1, p. p1-p7Article in journal (Refereed) Published
Abstract [en]

In the accounting realm, quality is an increasingly important element in planning, production, distribution and branding of goods and services because of global competition and other external factors in many industries. However, the cost of quality must also be considered as not to add unwanted or unwarranted costs to pass along to the end-customer. Marketing professionals are trained to strategically build and protect their own brand, which may consist of products or services. To achieve high-quality, it is imperative that the accounting and marketing departments work together. The four categories of Quality Costs (Prevention, Appraisal, Internal Failure and External Failure) encompass many different quality activities at different stages in producing goods or services. The research and experiences in the marketing industry based on branding will help to show that most quality initiatives are in fact preventative when the end goal is maintaining a solid consumer base and satisfied consumers. As this study shows, treating the brand as an experiential entity serves as a quality facet. This alludes that quality is a facet linking accounting and branding.

Place, publisher, year, edition, pages
IDEAS SPREAD INC, 2021
National Category
Business Administration
Research subject
Economy, Business administration
Identifiers
urn:nbn:se:lnu:diva-127134 (URN)10.30560/jems.v4n1p1 (DOI)
Available from: 2024-01-25 Created: 2024-01-25 Last updated: 2024-01-25Bibliographically approved
Eklund, A. (2020). Gamifying a Car's Servicescape. In: Miralem Helmefalk;Leif Marcusson (Ed.), Utilizing Gamification in Servicescapes for Improved Consumer Engagement: . IGI Global
Open this publication in new window or tab >>Gamifying a Car's Servicescape
2020 (English)In: Utilizing Gamification in Servicescapes for Improved Consumer Engagement / [ed] Miralem Helmefalk;Leif Marcusson, IGI Global, 2020Chapter in book (Refereed)
Abstract [en]

Research so far has explored and examined physical and digital servicescapes, but little is known about more abstract settings such as cars. Drawing from research on gamification and service marketing, this chapter explores the brand as game mechanics in a car's servicescape. The chapter uses a qualitative empirical case with a global car manufacturer to further anchor gamification with service marketing literature. The chapter reveals that the manufacturer strategically plans and designs the car's servicescape by employing the brand-related stimuli as game mechanisms in the interior. It also reveals that consumers do not actively participate in creating value in non-game contexts. 

Place, publisher, year, edition, pages
IGI Global, 2020
National Category
Economics and Business
Research subject
Economy, Business administration
Identifiers
urn:nbn:se:lnu:diva-107608 (URN)10.4018/978-1-7998-1970-7.ch006 (DOI)9781799819707 (ISBN)1799819701 (ISBN)9781799819714 (ISBN)9781799819721 (ISBN)
Available from: 2021-10-20 Created: 2021-10-20 Last updated: 2021-10-20Bibliographically approved
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)9789188898760 (ISBN)9789188898777 (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: 2024-02-21Bibliographically 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)10.32674/jise.v7i1.1057 (DOI)
Available from: 2019-06-07 Created: 2019-06-07 Last updated: 2024-01-31Bibliographically 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
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0003-4209-0182

Search in DiVA

Show all publications