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Multisensory brand experiences and brand love: myth or reality?
Linnaeus University, School of Business and Economics, Department of Marketing. (Sensory Marketing Research Group)ORCID iD: 0000-0002-1540-2657
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, 1-21 p.Chapter 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, 1. 1-21 p.
Keyword [en]
Multisensory brand experiences, Brand sensoriality, Brand love
National Category
Economics and Business
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-67995DOI: 10.4018/978-1-5225-2921-7.ch001ISBN: 9781522529217 (print)ISBN: 1522529217 (print)ISBN: 9781522529224 (electronic)OAI: oai:DiVA.org:lnu-67995DiVA: diva2:1141811
Available from: 2017-09-16 Created: 2017-09-16 Last updated: 2017-09-20Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf