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Multisensory brand communications: capturing the hearts and minds of consumers
Linnaeus University, School of Business and Economics, Department of Marketing.ORCID iD: 0000-0002-1540-2657
2018 (English)In: Brand touchpoints / [ed] Aparna Sundar, Nova Science Publishers, Inc., 2018, 1, p. 115-140Chapter in book (Refereed)
Abstract [en]

Multisensory brand communications are an emerging concept in the field of sensory branding. In order to create emotional ressonance with consumers and build a strong brand identity, brands need to provide sensory gratification and amusement through engaging and compelling marketing communications. The success will lay in how much brands are able to capture the hearts and minds of consumers by activating the human senses in multiple touch points. Departing from anedoctal evidence provided by well-known and sucessful global brands, examples are discussed in the field of multisensory advertising, multisensory events, and digital sensory storytelling.

Place, publisher, year, edition, pages
Nova Science Publishers, Inc., 2018, 1. p. 115-140
Keywords [en]
multisensory brand communications
National Category
Economics and Business
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-74313ISBN: 9781536135664 (print)ISBN: 9781536135671 (electronic)OAI: oai:DiVA.org:lnu-74313DiVA, id: diva2:1205687
Available from: 2018-05-15 Created: 2018-05-15 Last updated: 2018-09-07Bibliographically approved

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Rodrigues, Clarinda

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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More styles
Language
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
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  • asciidoc
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