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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
2020 (English)In: Global Branding: Breakthroughs in Research and Practice / [ed] Information Resources Management Association, IGI Global, 2020Chapter in book (Refereed)
Abstract [en]

In this chapter, the author examines the most important research in the field of sensory marketing, brand equity and brand love, that has been published over the past thirty years. Firstly, the author accounts for the significance of the five senses and sensory marketing which is regarded as a new marketing paradigm for the 21st century. Secondly, brand equity is discussed as a multidimensional concept, highlighting the pivotal role of emotional and sensory associations in creating a positive brand image and strong brand equity. Thirdly, brand love is analysed as an emerging brand-relationship concept in the field of experiential consumption. Fourthly, the significance of multisensory brand experiences is discussed as a means of making brands stand out in a competitive environment and inducing feelings of love towards a brand. Finally, brand sensoriality is pointed out as central to conveying experiential brand values through multisensory brand experiences, in several encounters. 

Place, publisher, year, edition, pages
IGI Global, 2020.
Keywords [en]
Multisensory brand experiences, Brand sensoriality, Brand love
National Category
Economics and Business
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-107607DOI: 10.4018/978-1-5225-9282-2.ch029ISBN: 9781522592822 (print)ISBN: 1522592822 (print)ISBN: 9781522592839 (electronic)OAI: oai:DiVA.org:lnu-107607DiVA, id: diva2:1604628
Available from: 2021-10-20 Created: 2021-10-20 Last updated: 2021-10-20Bibliographically approved

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Rodrigues, Clarinda

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CiteExportLink to record
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Citation style
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