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Brand sensuality: does it affect brand experiences?
Porto University, Portugal.ORCID iD: 0000-0002-1540-2657
Linnaeus University, School of Business and Economics, Department of Marketing. (Sensory Marketing)
2014 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

Purpose – The purpose of this paper is to analyze the relationships between brand sensuality, in terms of sensory cues and sensations, and its effect on consumers brand experiences of cars.

Methodology – A quantitative study based on a survey with convenience sampling was used to collect the data. A structural equation modeling technique was used to test the proposed model.

Findings – The study supports the hypotheses that brand sensuality has a positive effect on brand experiences. Moreover, the empirical findings on car brands demonstrate that sensory cues, as a dimension of brand sensuality, yield the highest coefficients, thus accounting for the significance of sensory cues in expressing brand sensuality to consumers. On the other hand, the standardized coefficients from sensations to brand experiences were slightly lower thus indicating a weaker direct relationship though significant, between sensations and brand experiences.

Theoretical implications - Firstly, the presented research conceptualizes and proposes a research model in explaining the significant role of sensory cues and sensations as constructs of brand sensuality in relation to brand experiences. Secondly, it has also been given evidence that the concept of brand sensuality, through sensory cues and sensations, has a significant effect on brand experiences.

Practical implications – The study shows that brand managers are advised to develop sensorial strategies based on sight, sound, taste, smell and touch, in order to express brand sensuality in facilitating consumer brand experiences.

Originality/value – The proposed model makes a theoretical contribution by investigating brand sensuality in relation to brand experiences for car users.

Place, publisher, year, edition, pages
The Academy of Marketing , 2014.
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-38293OAI: oai:DiVA.org:lnu-38293DiVA, id: diva2:765317
Conference
9th Global Brand Conference of the Academy of Marketing’s Brand, Corporate Identity and Reputation Special Interest Group (SIG): The Trouble with Brands - Provocations and Possibilities, Hatfield, UK, April 9-11, 2014
Available from: 2014-11-22 Created: 2014-11-22 Last updated: 2015-09-07Bibliographically approved

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Rodrigues, ClarindaHultén, Bertil

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CiteExportLink to record
Permanent link

Direct link
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