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Seeing through touch: a conceptual framework of visual-tactile interplay
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).ORCID-id: 0000-0003-4209-0182
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).ORCID-id: 0000-0003-2924-2874
2018 (engelsk)Inngår i: Journal of Product & Brand Management, ISSN 1061-0421, Vol. 27, nr 5, s. 498-513Artikkel, forskningsoversikt (Fagfellevurdert) 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.

sted, utgiver, år, opplag, sider
Emerald Group Publishing Limited, 2018. Vol. 27, nr 5, s. 498-513
Emneord [en]
Brands, Products, Servicescapes, Sensory cues, Sensory marketing, Multisensory interplay, Visual-tactile interplay
HSV kategori
Forskningsprogram
Ekonomi, Marknadsföring
Identifikatorer
URN: urn:nbn:se:lnu:diva-79764DOI: 10.1108/JPBM-07-2017-1520ISI: 000454251800004Scopus ID: 2-s2.0-85056471036OAI: oai:DiVA.org:lnu-79764DiVA, id: diva2:1281896
Tilgjengelig fra: 2019-01-23 Laget: 2019-01-23 Sist oppdatert: 2019-08-29bibliografisk kontrollert

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