lnu.sePublications
Change search
Link to record
Permanent link

Direct link
BETA
Hultén, Bertil
Publications (10 of 40) Show all publications
Hultén, B. (2017). Branding by the five senses: a sensory branding framework. Journal of Brand Strategy, 6(3), 281-292
Open this publication in new window or tab >>Branding by the five senses: a sensory branding framework
2017 (English)In: Journal of Brand Strategy, ISSN 2045-855X, Vol. 6, no 3, p. 281-292Article in journal (Refereed) Published
Abstract [en]

In the global consumption culture, the human senses are often proposed as useful concepts for rethinking branding in theory and practice. The aim of this paper is to demonstrate the usefulness of a sensory branding framework grounden on sensory stimuli, sensory perceptions and sensory symbolism. Moreover, the role of societal culture in developing global branding strategies is considered. Research findings and conclusions on how brand managers can apply the framework are presented.

Place, publisher, year, edition, pages
London: Henry Stewart Publications, 2017
Keywords
Human senses, Multi-sensory brand-experiences, Sensory branding framework, Sensory perceptions, Sensory strategies
National Category
Business Administration
Research subject
Economy, Business administration
Identifiers
urn:nbn:se:lnu:diva-70011 (URN)
Available from: 2018-01-19 Created: 2018-01-19 Last updated: 2018-01-29Bibliographically approved
Hultén, B. (2017). How do shoppers react to in-store music?. In: Linda Robinson, Linda Brennan & Mike Reid (Ed.), ANZMAC 2017 Marketing for Impact: conference proceedings. Paper presented at ANZMAC 2017: "Marketing for impact", Melbourne, Australia, December 4-6, 2017 (pp. 662-665). RMIT University
Open this publication in new window or tab >>How do shoppers react to in-store music?
2017 (English)In: ANZMAC 2017 Marketing for Impact: conference proceedings / [ed] Linda Robinson, Linda Brennan & Mike Reid, RMIT University , 2017, p. 662-665Conference paper, Published paper (Refereed)
Abstract [en]

The purpose of this paper is to investigate how the introduction of auditory sensory cues through music genres affect shopper’s emotions and purchase behaviour in a retail grocery setting. In the field of retailing and sensory marketing research, there is a paucity of knowledge on how auditory sensory cues impact on shoppers’ behaviour. The empirical study was a field experiment and entailed direct observation of shoppers of the Swedish grocery retailer ICA. The observations were based on a convenience sample of shoppers assigned to a control group (n = 75) and three experimental group (n = 75) in total 300 observations. Auditory sensory cues like music genres impact shopper’s emotions and purchase behaviour in a significant way at POP in buying coffee brands. The study provides guidelines for grocery retailers who wish to offer shopper’s a more pleasant shopping experience by emphasizing the role of in-store music especially music genres.

Place, publisher, year, edition, pages
RMIT University, 2017
Series
ANZMAC conference proceedings, ISSN 1447-3275 ; 2017
Keywords
In-store music genres, Emotions, Purchase behavior
National Category
Economics and Business
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-70012 (URN)
Conference
ANZMAC 2017: "Marketing for impact", Melbourne, Australia, December 4-6, 2017
Available from: 2018-01-19 Created: 2018-01-19 Last updated: 2018-02-28Bibliographically approved
Helmefalk, M. & Hultén, B. (2017). Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers’ emotions and purchase behavior. Journal of Retailing and Consumer Services, 38, 1-11
Open this publication in new window or tab >>Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers’ emotions and purchase behavior
2017 (English)In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 38, p. 1-11Article in journal (Refereed) Published
Abstract [en]

This paper explores the effects of multi-sensory congruent cues om shoppers’ emotions and purchase behavior in designing retail store atmosphere. Prior research suggests atmospheric stimuli to contribute to establish an appealing atmosphere and studies have confirmed that shoppers react to different stimuli. However, extant studies have not examined how multi-sensory congruent cues added to a visually dominant store atmosphere might impact shopper emotions and purchase behavior. The findings demonstrate a positive effect of multi-sensory congruent cues on shoppers’ emotions, through valence, and purchase behavior, through time spent and purchase. It is evident that shoppers perceive multi-sensory cues, such as auditory and olfactory ones, to be more effective in a dominant visual store atmosphere compared to only adding new visual stimuli. For retailers, a visually dominant store atmosphere should be designed more in the direction of a multi-sensory atmosphere in offering shoppers more appealing experiences of the retail setting.

Place, publisher, year, edition, pages
Elsevier, 2017
Keywords
Atmospheric stimuli, Multi-sensory congruent cues, Store design, Emotions, Purchase behavior and field experiments
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-63532 (URN)10.1016/j.jretconser.2017.04.007 (DOI)000416094300001 ()2-s2.0-85018946949 (Scopus ID)
Available from: 2017-05-09 Created: 2017-05-09 Last updated: 2019-08-29Bibliographically approved
Rodrigues, C. & Hultén, B. (2016). Brands that do good with brand aversion. In: Proceedings of the Academy of Marketing's Brand, Identity and Corporate Reputation Special Interest Group (SIG): . Paper presented at 11th Global Brand Conference: Brands that do Good, Bradford, UK, April 27-29, 2016 (pp. 382-388). Greenleaf Publishing Ltd
Open this publication in new window or tab >>Brands that do good with brand aversion
2016 (English)In: Proceedings of the Academy of Marketing's Brand, Identity and Corporate Reputation Special Interest Group (SIG), Greenleaf Publishing Ltd, 2016, p. 382-388Conference paper, Published paper (Refereed)
Place, publisher, year, edition, pages
Greenleaf Publishing Ltd, 2016
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-52570 (URN)
Conference
11th Global Brand Conference: Brands that do Good, Bradford, UK, April 27-29, 2016
Available from: 2016-05-19 Created: 2016-05-19 Last updated: 2017-03-22Bibliographically 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
Hultén, B. (2015). Sensory Marketing: Theoretical and Empirical Grounds (1ed.). New York: Routledge
Open this publication in new window or tab >>Sensory Marketing: Theoretical and Empirical Grounds
2015 (English)Book (Refereed)
Abstract [en]

Sensory Marketing offers a global view of the use of senses in marketing strategy based on consumers' perception and behaviour. Integrating the company constraints and classical approaches of branding and communication, the author presents sensory marketing as an emergent marketing paradigm in theory and practice. This book will be an important contribution that will provide useful reading for marketing scholars and consumer psychologists across the world.

Place, publisher, year, edition, pages
New York: Routledge, 2015. p. 404 Edition: 1
Series
Routledge Interpretive Marketing Research
National Category
Economics and Business
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-47046 (URN)9781138914629 (ISBN)9781315690681 (ISBN)
Funder
Swedish Retail and Wholesale Development Council
Available from: 2015-11-04 Created: 2015-11-04 Last updated: 2015-11-05Bibliographically approved
Hultén, B. (2015). The impact of sound experiences on the shopping behaviour of children and their parents. Marketing Intelligence & Planning, 33(2), 197-215
Open this publication in new window or tab >>The impact of sound experiences on the shopping behaviour of children and their parents
2015 (English)In: Marketing Intelligence & Planning, ISSN 0263-4503, E-ISSN 1758-8049, Vol. 33, no 2, p. 197-215Article in journal (Refereed) Published
Abstract [en]

Purpose– The purpose of this paper is to examine how the introduction of auditory sensory cues, through a human voice, affect children’s and parent’s shopping behaviour in a retail grocery setting. In the field of retailing and sensory marketing research, there is a paucity of knowledge on how auditory sensory cues impact on consumers’ shopping behaviour.

Design/methodology/approach– The empirical study was a field experiment and entailed direct observation of shoppers of the Swedish grocery retailer ICA. The observations were based on a convenience sample of shopping families assigned to a control group (n=200) and an experimental group (n=131). A new innovative Swedish audio story track system was to be tested in a hypermarket containing 13 different stories for children.

Findings– Auditory sensory cues affect children’s and parent’s shopping behaviour in a significant way. Children are quieter, more relaxed and do not move around and reduce the parental stress behaviour during the shopping process.

Research limitations/implications– The findings demonstrate that auditory sensory cues through human voice have a positive effect on children’s and parent’s shopping behaviour. It is also obvious that parent’s perceived stress is significantly influenced by the children.

Practical implications– The study provides guidelines for grocery retailers who wish to offer children and their parents a more pleasant shopping trip by emphasizing the role of the children.

Originality/value– The research demonstrates that the introduction of auditory sensory cues through human voice in a significant way affect the children’s and their parent’s shopping behaviour in a retail setting.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2015
Keywords
Auditory sensory cues, Children’s shopping behaviour, Parent’s shopping behaviour, Sense of sound, Sensory marketing
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-38287 (URN)10.1108/MIP-03-2014-0060 (DOI)000355726800006 ()
Available from: 2014-11-22 Created: 2014-11-22 Last updated: 2017-12-05Bibliographically approved
Rodrigues, C. & Hultén, B. (2014). Brand sensuality: does it affect brand experiences?. In: : . Paper presented at 9th Global Brand Conference of the Academy of Marketing’s Brand, Corporate Identity and Reputation Special Interest Group (SIG): The Trouble with Brands - Provocations and Possibilities, Hatfield, UK, April 9-11, 2014. The Academy of Marketing
Open this publication in new window or tab >>Brand sensuality: does it affect brand experiences?
2014 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

Purpose – The purpose of this paper is to analyze the relationships between brand sensuality, in terms of sensory cues and sensations, and its effect on consumers brand experiences of cars.

Methodology – A quantitative study based on a survey with convenience sampling was used to collect the data. A structural equation modeling technique was used to test the proposed model.

Findings – The study supports the hypotheses that brand sensuality has a positive effect on brand experiences. Moreover, the empirical findings on car brands demonstrate that sensory cues, as a dimension of brand sensuality, yield the highest coefficients, thus accounting for the significance of sensory cues in expressing brand sensuality to consumers. On the other hand, the standardized coefficients from sensations to brand experiences were slightly lower thus indicating a weaker direct relationship though significant, between sensations and brand experiences.

Theoretical implications - Firstly, the presented research conceptualizes and proposes a research model in explaining the significant role of sensory cues and sensations as constructs of brand sensuality in relation to brand experiences. Secondly, it has also been given evidence that the concept of brand sensuality, through sensory cues and sensations, has a significant effect on brand experiences.

Practical implications – The study shows that brand managers are advised to develop sensorial strategies based on sight, sound, taste, smell and touch, in order to express brand sensuality in facilitating consumer brand experiences.

Originality/value – The proposed model makes a theoretical contribution by investigating brand sensuality in relation to brand experiences for car users.

Place, publisher, year, edition, pages
The Academy of Marketing, 2014
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-38293 (URN)
Conference
9th Global Brand Conference of the Academy of Marketing’s Brand, Corporate Identity and Reputation Special Interest Group (SIG): The Trouble with Brands - Provocations and Possibilities, Hatfield, UK, April 9-11, 2014
Available from: 2014-11-22 Created: 2014-11-22 Last updated: 2015-09-07Bibliographically approved
Hultén, B., Broweus, N. & van Dijk, M. (2014). Gan guan ying xiao (1ed.). Shanghai: Gehzi Press
Open this publication in new window or tab >>Gan guan ying xiao
2014 (Chinese)Book (Other academic)
Alternative title[en]
Sensory marketing
Place, publisher, year, edition, pages
Shanghai: Gehzi Press, 2014. p. 170 Edition: 1
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-38294 (URN)9787543223097 (ISBN)7543223090 (ISBN)
Available from: 2014-11-22 Created: 2014-11-22 Last updated: 2015-03-05Bibliographically approved
Rodrigues, C. & Hultén, B. (2014). Marketing sensorial: o marketing dos sentidos (1ed.). In: Carlos Melo Brito e Paulo de Lencastre (Ed.), Novos horizontes do marketing: (pp. 100-116). Alfragide: Dom Quixote
Open this publication in new window or tab >>Marketing sensorial: o marketing dos sentidos
2014 (Portuguese)In: Novos horizontes do marketing / [ed] Carlos Melo Brito e Paulo de Lencastre, Alfragide: Dom Quixote , 2014, 1, p. 100-116Chapter in book (Other academic)
Place, publisher, year, edition, pages
Alfragide: Dom Quixote, 2014 Edition: 1
National Category
Economics and Business
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-38290 (URN)9789722054089 (ISBN)9789722054096 (ISBN)
Available from: 2014-11-22 Created: 2014-11-22 Last updated: 2015-09-07Bibliographically approved
Organisations

Search in DiVA

Show all publications