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Branding by the five senses: a sensory branding framework
Linnaeus University, School of Business and Economics, Department of Marketing. (Sensory Marketing)
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. Vol. 6, no 3, p. 281-292
Keyword [en]
Human senses, Multi-sensory brand-experiences, Sensory branding framework, Sensory perceptions, Sensory strategies
National Category
Business Administration
Research subject
Economy, Business administration
Identifiers
URN: urn:nbn:se:lnu:diva-70011OAI: oai:DiVA.org:lnu-70011DiVA: diva2:1176105
Available from: 2018-01-19 Created: 2018-01-19 Last updated: 2018-01-29Bibliographically approved

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Hultén, Bertil

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CiteExportLink to record
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Citation style
  • apa
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  • ieee
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