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  • 1.
    Hultén, Bertil
    et al.
    Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
    Rodrigues, Clarinda
    Porto university, Portugal.
    Brito, Carlos
    Porto University, Portugal.
    Sensorial Brand Strategies for Co-Creation of Value In a B2B and B2C ContextManuscript (preprint) (Other academic)
  • 2.
    Rodrigues, Clarinda
    University of Porto, Portugal.
    Brand Sensuality and Consumer-Based Brand Equity2014Doctoral thesis, monograph (Other academic)
    Abstract [en]

    Contemporary branding and sensory marketing literature stresses the significance and positive impact of sensory dimensions through brand sensuality in relation to brand experiences within a value-generating process. Moreover, it also accounts for the need to fulfill a research gap concerning how sensory dimensions contribute to enhance consumer-based brand equity when consumers experience products and services.

    Therefore, the main objective of this thesis is to explore, analyze and explain the relationship between brand sensuality and CBBE by answering the overarching research problem: Is the construct of brand sensuality an antecedent to CBBE in a B2C context? In this context, three research questions are raised and discussed in the three Essays compiled in this thesis, namely: (1) From a strategic point of view, how can brands express their sensuality to consumers in the value-generating process?; (2) Which is the relationship between brand sensuality and CBBE within a sensory branding framework? and (3) From an empirical point of view, does brand sensuality impact directly or indirectly on CBBE?

    Three main conclusions are derived from aforementioned research questions, namely (1) brand sensuality can only be expressed to consumers using sensorial strategies along the value-generating process; (2) brand sensuality, as a construct, is a key driver of brand value in the focus of service provision and (3) brand sensuality impacts directly on brand experiences and indirectly on CBBE.

    The main contribution of this thesis consists in integrating brand sensuality for the first time into a CBBE context, along with traditional branding constructs such as brand personality, brand relationship and brand experience, identified in literature as key drivers of brand value. Furthermore, this thesis is the first to explore the direct and indirect impact of brand sensuality on CBBE. Finally, the empirical research uses a sample of real consumers and was conducted online with the collaboration of ACP – the Portuguese Automobile Association. In this regard, it is the first study on car brands, which incorporates brand sensuality as a construct within a sensory-branding framework.

  • 3.
    Rodrigues, Clarinda
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Branding Porto: An Authentic-Based Approach to Place Identity Theory2018In: Strategic Perspectives in Destination Marketing / [ed] Mark Anthony Camilleri, Hershey: IGI Global, 2018, p. 198-219Chapter in book (Refereed)
    Abstract [en]

    Departing from the Porto brand case study, this chapter discusses the concept of destination brand identity from the supply-side perspective. Consequently, it proposes an authentic-based approach to place identity theory, in which destination authenticity is pointed out as a key driver to create a strong place brand identity. Moreover, it is suggested that destination managers should follow an eight-step approach to branding a destination. This dynamic view of place identity, which is supported by a continuous co-creation process involving local and external stakeholders, allows destination brand managers to mirror and reinforce the destination authenticity.

  • 4.
    Rodrigues, Clarinda
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Falling in love with a city: a sensory place branding framework2016In: Conference proceedings of the Inaugural Conference of the International Place Branding Association: Middlesex University, London - December 7-9, 2016 / [ed] TC Melewar, Keith Dinnie, Cristina Fona & Charles Dennis, Middlesex University - International Place Branding Association , 2016, p. 87-87Conference paper (Refereed)
    Abstract [en]

    Summary of aims

    The paper aims to present a sensory place branding framework, integrating concepts of multisensory placeexperiences and brand love. Such a model has the potential to provide a new perspective within place branding domain, by showing how multisensory place experiences, conveyed by meta and individual experiences, can enhance positive emotions and generate city brand love. Moreover, it lays the foundation for understanding the role of human senses in developing and implementing creative and innovative placebranding strategies.

    Main Approach

    The author depicts from relevant theories in sensory marketing and branding, place branding and brand love to develop a sensory place branding framework, in which multisensory place experiences are key drivers of city brand love.

    Key arguments

    Cities like London, Paris and New York project themselves as highly experiential and invest millions of dollars to spur tourists´ senses continuously and make them passionate about their cities. Moreover, extant research on sensory marketing and branding stress the significance of the experiential dimensions of consumption such as fantasies, feelings and fun (Holbrook and Hirschman, 1982) and acknowledges the importance of brand experiential value in creating emotional resonance with consumers (Lindstrom, 2005,Hultén, 2015). Interestingly, a recent study from Barnes et al. (2014) suggests that tourists are primarilydriven by sensory experiences when travelling. Hence, it can be argued that multisensory place experiences can elicit strong and passionate emotional attachment (Carroll and Ahuvia; 2006) towards place-sensescapes (Berg and Sevón, 2014). The question remains: How can cities create and implement compellingmultisensory place experiences that turn tourist into cities advocates and enhance brand love?

    References

    Barnes, S.J., Mattson, J. and Sorensen, F. (2014). “Destination brand experience: Testing a scale in thetourism context”, Annals of Tourism Reearch, Vol. 48, pp. 121-139.

    Berg, P.O. and Sévon, G. (2014). “Food-branding places – A sensory perspective”, Place Branding and Public Diplomacy, Vol. 10, No 4, pp. 289-304.

    Caroll, B.A. and Ahuvia, A.C. (2006), “Some antecedents and outcomes of brand love”, Marketing Letters,Vol. 17 No 2, pp. 79-89.

    Holbrook, M.B. and Hirschman, E.C. (1982). “The Experiential Aspects of Consumption: Consumer Fantasy, Feelings and Fun”. Journal of Consumer Research, Vol. 9 No 2, pp.132-140.

    Hultén, B. (2015). Sensory Marketing: Theoretical and Empirical Grounds. Routledge:NY.

    Lindstrom, M. (2005), Brand sense: Build powerful brands through touch, taste, smell, sight and sound, NewYork: Free Press.

  • 5.
    Rodrigues, Clarinda
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Multisensory brand communications: capturing the hearts and minds of consumers2018In: 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.

  • 6.
    Rodrigues, Clarinda
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Multisensory brand experiences and brand love: myth or reality?2018In: Driving customer appeal through the use of emotional branding / [ed] Ruchi Garg, Ritu Chhikara, Tapan Kumar Panda & Aarti Kataria, IGI Global, 2018, 1, p. 1-21Chapter in book (Refereed)
    Abstract [en]

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

  • 7.
    Rodrigues, Clarinda
    Linnaeus University, School of Business and Economics, Department of Marketing.
    The Destination Branding through Multisensory Experiences: Case Studies from Sweden2018In: The Branding of Tourist Destinations: Theoretical and Empirical Insights / [ed] Mark Anthony Camilleri, Bingley: Emerald Group Publishing Limited, 2018, p. 61-82Chapter in book (Refereed)
    Abstract [en]

    This chapter examines the significance of multisensory experiences in the branding of the Swedish tourist destinations. Firstly, it provides a critical review of the relevant literature in the field of nation branding. It discusses about the tourism branding strategies that are intended to attract more visitors to Stockholm and in other areas in Sweden. Secondly, this contribution suggests that the destination marketers are engaging with tourists and are providing them with multisensory experiences to drive their emotional resonance for the Swedish destinations. Thirdly, it analyses how the ‘Swedishness’ could be expressed through the destinations’ attractions and from creative marketing campaigns. In conclusion the author provides four case studies on ‘The Swedish Number Campaign’, ‘ICEHOTEL’, ‘The ABBA Museum’ and ‘IKEA Museum’ to better explain how the Swedish destinations are providing the mentioned multisensory experiences to tourists.

  • 8.
    Rodrigues, Clarinda
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Anisimova, Tatiana
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Brandao, Amélia
    University of Porto, Portugal.
    Rodrigues, Paula
    Lusíada University, Portugal.
    Determinants and outcomes of brand hate: an anti-brand community perpective on strong negative brand emotions2018In: Presented at the 47th EMAC Annual Conference: People make marketing, Glasgow, UK, May 29-June 1, 2018, 2018Conference paper (Refereed)
  • 9.
    Rodrigues, Clarinda
    et al.
    Porto University, Portugal.
    Hultén, Bertil
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Brand sensuality: does it affect brand experiences?2014Conference paper (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.

  • 10.
    Rodrigues, Clarinda
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Hultén, Bertil
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Brands that do good with brand aversion2016In: Proceedings of the Academy of Marketing's Brand, Identity and Corporate Reputation Special Interest Group (SIG), Greenleaf Publishing Ltd, 2016, p. 382-388Conference paper (Refereed)
  • 11.
    Rodrigues, Clarinda
    et al.
    Porto University, Portugal.
    Hultén, Bertil
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Marketing sensorial: o marketing dos sentidos2014In: Novos horizontes do marketing / [ed] Carlos Melo Brito e Paulo de Lencastre, Alfragide: Dom Quixote , 2014, 1, p. 100-116Chapter in book (Other academic)
  • 12.
    Rodrigues, Clarinda
    et al.
    Porto University, Portugal.
    Hultén, Bertil
    Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
    Brito, Carlos
    Porto University, Portugal.
    Multi-sensory brand-experience: towards a strategic sensorial approach2011Conference paper (Refereed)
    Abstract [en]

    This paper is mainly conceptual in nature. It aims at developing a strategic sensorial brand approach for firms on the basis of three issues: 1) branding as a process of value co-creation, 2) the multi-sensory brand-experience, and 3) sensorial strategies in relation to brand experiences and brand as image.

  • 13.
    Rodrigues, Clarinda
    et al.
    Porto University, Portugal.
    Hultén, Bertil
    Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
    Brito, Carlos
    Porto University, Portugal.
    Sensorial brand strategies for value co-creation2011In: Innovative Marketing, ISSN 1814-2427, Vol. 7, no 2, p. 40-47Article in journal (Refereed)
    Abstract [en]

    This research investigates the potential benefits of a fair co-branding operation. Two major corporate brands are fictitiously allied with a Fair Trade labeling organization brand. The sample for the first study is composed by 540 interviews, and by 350 for the second study; it is representative of the French population. Besides showing that the paradigm of co-branding is consistent to evaluate brand alliances between corporate and Fair Trade brands, the PLS model implemented in this research first investigates how do classical variables (attitudes, fit, similarity) are antecedents of co-branding relevancy and customers’ evaluation of the alliance. Second, this study introduces a new explicative variable based on the similarity-dissimilarity of the brands on FairTrade related aspects. The results obtained through the test of a PLS (Partial Least Square) model are a first step to better understand co-branding between corporate and labeling brands. This study also provides findings concerning the whole paradigm of cooperation between profit and non-profit organizations. In this type of brand alliance, the corporate brand provides the alliance with its leading position, and the Fair Trade brand provides the ethical attribute.

  • 14.
    Rodrigues, Clarinda
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Rodrigues, Paula
    Antecedents and outcomes of luxury brand love: a millennial consumer perspective2017In: Conference Proceedings of the Academy of Marketing's Brand, Identity and Corporate Reputation Special Interest Group (SIG): Linnaeus University, Kalmar - April 26-28, 2017, 2017, p. 370-378Conference paper (Refereed)
  • 15.
    Rodrigues, Clarinda
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Rodrigues, Paula
    Lusíada University North, Portugal.
    Antecedents to Brand Hate Among Generation Y: A Consumer Cross-Cultural Study2017In: 10th Annual Conference of the EuroMed Academy of Business: Global and national business theories and practice: bridging the past with the future / [ed] Demetris Vrontis, Yaakov Weber & Evangelos Tsoukatos, EuroMed Press , 2017, p. 1456-1464Conference paper (Refereed)
    Abstract [en]

    Previous research highlights that brand experiences impact on how consumers relate emotionally to brands. Nevertheless, research on negative brand experiences is scarce, particularly in the field of brand hate. In order to fulfill the identified research gap, this paper aims to investigate the negative aspects of brand relationships by focusing on the antecedents of brand hate among Generation Y. Moreover, it explores weak innovativeness, perceived quality, brand social responsibility and brand personality impact on brand hate. More precisely, it attends to the mediating effect of brand experience on brand hate. A survey with Apple and Samsung was conducted among Swedish and Portuguese consumers. The model has been tested using SEM. Our findings show that the effects of the antecedents of brand hate in general vary for both brands and countries.

  • 16.
    Rodrigues, Clarinda
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Rodrigues, Paula
    Lusíada University, Portugal.
    IKEA Brand Love: enhancing brand love through brand experiences2017In: Presented at the 5th International Consumer Brand Relationships Conference, Porto, Portugal, May 18-20, 2017, 2017Conference paper (Refereed)
  • 17.
    Rodrigues, Clarinda
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing. Linnaeus University.
    Rodrigues, Paula
    Lusíada University North, Portugal.
    Billore, Soniya
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Oda, Tetsuhisa
    Aichi Institute of Technology, Japan.
    Role of brand experience and brand authenticity in creating brand love: a cross-cultural comparative study2018In: 2018 Global Marketing Conference at Tokyo Proceedings, Tokyo: Global Alliance of Marketing and Management Associations , 2018, p. 1447-1447Conference paper (Refereed)
    Abstract [en]

    In recent years brands have come under the spotlight for delivering unique and authentic brand experiences. Consumers find themselves looking for brands that add experiential value to their daily life, from a sensory, behavioral, intellectual and relational perspective (Brakus et al., 2009). Moreover, there is a growing demand for brands that are able to deliver their brand promise authentically (Morhart et al., 2015; Schallehn et al., 2014). On this background, our research was conducted in order to examine the role of brand experience and brand authenticity in generating brand love. In addressing this issue, the present study attempts to perform a test on research hypotheses by empirically validating the proposed conceptual model in a cross-country context (Japan and Portugal) for the brands Apple and Samsung. Additionally, it analyses the moderating effect of self-authenticity in relation to brand experience and brand authenticity. Data collection was done using a structured questionnaire to final consumers, who are owners of Apple and Samsung devices. A total of 574 valid questionnaires were collected regarding Apple brand (Japan = 300; Portugal = 274). Following the testing of the structural equation model, results demonstrate the correlation between brand authenticity and brand experience and show that the greater the self-authenticity, the higher is the effect of brand authenticity on brand love. It is worth noting however that the direct and moderating effects are different for Apple and Samsung in Japan and Portugal. This accounts for the cultural differences in how consumers perceive the experiential and authentic brand value propositions and how they relate emotionally to brands. Our study also provides important managerial implications by helping brand managers to understand how to drive passionate and intense feelings towards brands and to target consumers who are looking for compelling, meaningful and authentic brand experiences.

  • 18.
    Rodrigues, Clarinda
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Rodrigues, Paula
    Macedo, António Filipe
    Linnaeus University, Faculty of Health and Life Sciences, Department of Medicine and Optometry.
    Baskaran, Karthikeyan
    Linnaeus University, Faculty of Health and Life Sciences, Department of Medicine and Optometry.
    Eye tracking the impact of in-store sensory and price messages on visual attention and intended purchase behavior2018In: Presented at the 13th Global Brand Conference, Newcastle upon Tyne, UK, May 2-4, 2018, 2018Conference paper (Refereed)
  • 19.
    Rodrigues, Paula
    et al.
    Lusíada University North, Portugal.
    Brandao, Amélia
    University of Porto, Portugal.
    Rodrigues, Clarinda
    Linnaeus University, School of Business and Economics, Department of Marketing.
    The importance of self in brand love in consumer-luxury brand relationships2018In: Journal of Customer Behavior, ISSN 1475-3928, E-ISSN 1477-6421, Vol. 17, no 3, p. 189-210Article in journal (Refereed)
    Abstract [en]

    The purpose of this paper is to investigate the influence of selfcongruency

    and self-brand integration on three dimensions of luxury perceptions:

    prestigious perception of a brand, luxury brand perception, and overall luxury

    brand perception. It also aims to investigate the moderating effect of these three

    dimensions of luxury perceptions on brand love. Data collection was done using a

    structured questionnaire completed by end-users of luxury brands. A total of 304

    valid questionnaires were collected and the data was analysed using a structural

    equation modelling methodology. The data confirms all the hypotheses raised in

    the proposed conceptual model. This study is the first to empirically demonstrate

    that luxury brand perceptions positively mediate the effect of self-congruency

    and self-brand integration on brand love. The results of this study will help

    practitioners to understand how to approach consumers in the luxury fashion

    segment and how to strengthen consumer-brand relationships.

  • 20.
    Rodrigues, Paula
    et al.
    Lusíada University North, Portugal.
    Rodrigues, Clarinda
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Brandão, Amélia
    University of Porto, Portugal.
    Costa, Paula
    Lusíada University North, Portugal.
    Luxury Consumer-Brand Relationships: The Importance of Self in Brand Love2017In: 10th Annual Conference of the EuroMed Academy of Business: Global and national business theories and practice: bridging the past with the future / [ed] Demetris Vrontis, Yaakov Weber & Evangelos Tsoukatos, EuroMed Press , 2017, p. 2217-2221Conference paper (Refereed)
  • 21.
    Roper, Stuart
    et al.
    Univ Huddersfield, UK.
    Iglesias, Oriol
    Univ Ramon Lull, Spain.
    Rodrigues, Clarinda
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Sensory Branding: Special Issue following the 12th Global Brand Conference, Linnaeus University, Sweden2019In: Journal of Business Research, ISSN 0148-2963, E-ISSN 1873-7978, Vol. 96, p. 340-342Article in journal (Other academic)
1 - 21 of 21
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