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Seeing through touch: a conceptual framework of visual-tactile interplay
Linnaeus University, School of Business and Economics, Department of Marketing.ORCID iD: 0000-0003-4209-0182
Linnaeus University, School of Business and Economics, Department of Marketing.ORCID iD: 0000-0003-2924-2874
2018 (English)In: Journal of Product & Brand Management, ISSN 1061-0421, Vol. 27, no 5, p. 498-513Article, review/survey (Refereed) 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.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2018. Vol. 27, no 5, p. 498-513
Keywords [en]
Brands, Products, Servicescapes, Sensory cues, Sensory marketing, Multisensory interplay, Visual-tactile interplay
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
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
Available from: 2019-01-23 Created: 2019-01-23 Last updated: 2019-08-29Bibliographically approved

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Eklund, AndreasHelmefalk, Miralem

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CiteExportLink to record
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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