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  • 1. Bednall, D.
    et al.
    Hirst, A.
    Ashwin, M.
    Icöz, O.
    Hultén, Bertil
    University of Kalmar, Baltic Business School.
    Bednall, T.
    Social Networking, Social Harassment and Social Policy2009In: 2009 ANZMAC Annual Conference, Melbourne, Australia, 2009Conference paper (Refereed)
  • 2. Eriksson, E
    et al.
    Hultén, Bertil
    Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
    The impact of sensory cues on consumers approach and touch behaviour2012Conference paper (Refereed)
  • 3.
    Helmefalk, Miralem
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Eklund, Andreas
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Hultén, Bertil
    Linnaeus University, School of Business and Economics, Department of Marketing.
    The impact of olfactory congruent cues on consumer approach behavior2016In: Presented at 45th European Marketing Academy (EMAC): Marketing in the age of data, Oslo, Norway, May 24-27, 2016, 2016Conference paper (Refereed)
    Abstract [en]

    What impact do olfactory congruent cues exert on consumer approach behavior at point-of- purchase in a retail setting? This research depicts actual consumer behavior in relation to the introduction of olfactory congruent cues, as store atmospherics, in a fashion store. In the retailing and sensory marketing research, there is a gap with respect to how olfactory congruent cues, as retail atmospherics, impact on actual consumer behavior in terms of time spent, touching products and walking towards a particular in-store area. In the reported study, the authors find a difference between consumer approach behavior in a conventional store environment and that in a manipulated store environment. 

  • 4.
    Helmefalk, Miralem
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Hultén, Bertil
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers’ emotions and purchase behavior2017In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 38, p. 1-11Article in journal (Refereed)
    Abstract [en]

    This paper explores the effects of multi-sensory congruent cues om shoppers’ emotions and purchase behavior in designing retail store atmosphere. Prior research suggests atmospheric stimuli to contribute to establish an appealing atmosphere and studies have confirmed that shoppers react to different stimuli. However, extant studies have not examined how multi-sensory congruent cues added to a visually dominant store atmosphere might impact shopper emotions and purchase behavior. The findings demonstrate a positive effect of multi-sensory congruent cues on shoppers’ emotions, through valence, and purchase behavior, through time spent and purchase. It is evident that shoppers perceive multi-sensory cues, such as auditory and olfactory ones, to be more effective in a dominant visual store atmosphere compared to only adding new visual stimuli. For retailers, a visually dominant store atmosphere should be designed more in the direction of a multi-sensory atmosphere in offering shoppers more appealing experiences of the retail setting.

  • 5.
    Hultén, Bertil
    University of Kalmar, Baltic Business School.
    A Future Perspective to Relationship Marketing Strategy2004In: 33rd EMAC (European Marketing Academy) Conference. Proceedings., 2004Conference paper (Refereed)
  • 6.
    Hultén, Bertil
    University of Kalmar, Baltic Business School.
    A Perspective to Relationship Marketing Strategy2004In: The European Institute for Advanced Studies in Management (EIASM). Workshop on Relationship Marketing. Proceedings., 2004Conference paper (Refereed)
  • 7.
    Hultén, Bertil
    University of Kalmar, Baltic Business School.
    A Post-modern Perspective to Relationship Marketing Strategy2003In: The Sixth International Forum ‘The Sciences, Techniques and Art Applied to Marketing'. Proceedings, 2003Conference paper (Refereed)
  • 8.
    Hultén, Bertil
    University of Kalmar, Baltic Business School.
    A Self-Service Concept in the Knowledge Society2005In: 34th EMAC (European Marketing Academy) Conference and EMAC/ANZMAC Joint Research Symposium, Milano, 2005Conference paper (Refereed)
  • 9.
    Hultén, Bertil
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Branding by the five senses: a sensory branding framework2017In: Journal of Brand Strategy, ISSN 2045-855X, Vol. 6, no 3, p. 281-292Article in journal (Refereed)
    Abstract [en]

    In the global consumption culture, the human senses are often proposed as useful concepts for rethinking branding in theory and practice. The aim of this paper is to demonstrate the usefulness of a sensory branding framework grounden on sensory stimuli, sensory perceptions and sensory symbolism. Moreover, the role of societal culture in developing global branding strategies is considered. Research findings and conclusions on how brand managers can apply the framework are presented.

  • 10.
    Hultén, Bertil
    Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
    Consumer Touch Behaviour: The Impact of Smell and Vision on Touch2012In: EMAC 40th Conference, University of Ljubljana, Faculty of Economics, Slovenia, 24-27 May 2011: Conference Proceedings, 2012Conference paper (Refereed)
  • 11.
    Hultén, Bertil
    University of Kalmar, Baltic Business School.
    Customer segmentation: The concepts of trust, commitment and relationships2007In: Journal of Targeting, Measurement and Analysis for Marketing, ISSN 0967-3237, E-ISSN 1479-1862, Vol. Volume 15, no Number 4 September, p. 256-269Article in journal (Refereed)
  • 12.
    Hultén, Bertil
    University of Kalmar, Baltic Business School.
    Den professionella kedjan och den kundstyrda marknadsföringen: om tillgänglighet och värdeskapande i det binära samhället2007Report (Other academic)
  • 13.
    Hultén, Bertil
    University of Kalmar, Baltic Business School.
    Handeln - en väg in i samhället2008In: I & M : invandrare & minoriteter, ISSN 1404-6857, Vol. 4, no septArticle in journal (Other (popular science, discussion, etc.))
  • 14.
    Hultén, Bertil
    Linnaeus University, School of Business and Economics, Department of Marketing.
    How do shoppers react to in-store music?2017In: ANZMAC 2017 Marketing for Impact: conference proceedings / [ed] Linda Robinson, Linda Brennan & Mike Reid, RMIT University , 2017, p. 662-665Conference paper (Refereed)
    Abstract [en]

    The purpose of this paper is to investigate how the introduction of auditory sensory cues through music genres affect shopper’s emotions and purchase behaviour in a retail grocery setting. In the field of retailing and sensory marketing research, there is a paucity of knowledge on how auditory sensory cues impact on shoppers’ behaviour. The empirical study was a field experiment and entailed direct observation of shoppers of the Swedish grocery retailer ICA. The observations were based on a convenience sample of shoppers assigned to a control group (n = 75) and three experimental group (n = 75) in total 300 observations. Auditory sensory cues like music genres impact shopper’s emotions and purchase behaviour in a significant way at POP in buying coffee brands. The study provides guidelines for grocery retailers who wish to offer shopper’s a more pleasant shopping experience by emphasizing the role of in-store music especially music genres.

  • 15.
    Hultén, Bertil
    University of Kalmar, Baltic Business School.
    Relational Marketing Strategy in Corporate Chains – BCR’s Customer Specific Marketing.2003In: AMS (Academy of Marketing Science) Annual Conference. Proceedings., Washington D.C., 2003Conference paper (Refereed)
  • 16.
    Hultén, Bertil
    University of Kalmar, Baltic Business School.
    Relationship Marketing in Retail Grocery Chains – BCR’s Customer Specific Marketing2002In: 31st EMAC (European Marketing Academy) Conference. Proceedings., 2002Conference paper (Refereed)
  • 17.
    Hultén, Bertil
    Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
    Sensory cues and shoppers' touching behaviour: the case of IKEA2012In: International Journal of Retail & Distribution Management, ISSN 0959-0552, E-ISSN 1758-6690, Vol. 40, no 4, p. 273-289Article in journal (Refereed)
    Abstract [en]

    Purpose – The presented research aims to depict shoppers' touching behaviour in relation to the introduction of visual and olfactory sensory cues at point-of-purchase in a retail setting. In the field of retailing research, there is a paucity of knowledge on how visual and olfactory sensory cues impact on consumers' touch behaviour.

    Design/methodology/approach – The author presents a review of theoretically relevant work from retailing and consumer psychology, and an original study examining the impact of visual and olfactory sensory cues on consumer touch behaviour. The study was a field experiment in the glass department of the Swedish retailer IKEA. The design was quasi-experimental with a convenience sample of shoppers assigned to a control group (n=451) and an experimental group (n=435).

    Findings – In the reported study, the author finds significant differences between shoppers' touching behaviour in a manipulated point-of-purchase compared to a conventional one. The findings show that visual and olfactory sensory cues have a positive impact on shoppers' touching behaviour, purchase intentions and total sale.

    Research limitations/implications – The findings demonstrate that sensory cues exert a positive impact on consumers' desire to touch. Sensory cues frame consumers' affective responses and decision making through involving the sense of touch.

    Practical implications – The findings provide guidelines for managers of retail and service outlets, concerning the benefits of sensory cues in enhancing shoppers' touching behaviour at point-of-purchase.

    Originality/value – The research demonstrates that the introduction of visual and olfactory sensory cues impact consumers' touch behaviour at point-of-purchase in a retail setting.

  • 18.
    Hultén, Bertil
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Sensory cues as in-store innovations: their impact on shopper approaches and touch behaviour2013In: Journal of Innovation Management: The International Journal of Multidisciplinary Approaches to Innovation, ISSN 2183-0606, Vol. 1, no 1, p. 17-37Article in journal (Refereed)
    Abstract [en]

    What impact do visual and auditory sensory cues as in-store innovations exert on shopper’s approach and touch behaviour at point-of-purchase in a retail setting? The presented research depicts shopper’s behavioral response in relation to the influence of sensory cues for an appealing and attracting store atmosphere and design. The author presents a review of theoretically relevant work and a field study through experimental and observational methods in examining the impact of visual and auditory sensory cues as in-store innovations in a retail setting. In the reported study, the author finds significant behavioral impact of introducing visual and auditory sensory cues on shopper’s approach and touch behaviour. The findings offer guidelines for retail managers in applying sensory cues as retailing innovations in relation to the human senses in creating successful sensory experiences at point-of-purchase.

  • 19.
    Hultén, Bertil
    University of Kalmar, Baltic Business School.
    Sensory Cues, Styling Elements and Shopper's Touching BehaviourManuscript (preprint) (Other academic)
  • 20.
    Hultén, Bertil
    Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
    Sensory Marketing: The Multi-Sensory Brand Experience2010In: The six senses: the essentials of marketing : conference proceedings, Copenhagen Business School, Dept. of Marketing, , 2010Conference paper (Refereed)
  • 21.
    Hultén, Bertil
    Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
    Sensory Marketing: the Multi-Sensory-Brand Experience Concept2011In: European Business Review, ISSN 0955-534X, E-ISSN 1758-7107, Vol. 23, no 3, p. 256-273Article in journal (Refereed)
    Abstract [en]

    Purpose – The purpose of this paper is to present the multi-sensory brand-experience concept in relation to the human mind and senses. It also seeks to propose a sensory marketing (SM) model of the multi-sensory brand-experience hypothesis.

    Design/methodology/approach – This paper applies exploratory and explanatory approaches to investigating the multi-sensory brand-experience concept within the context of discovery. The qualitative study is built on primary and secondary data sources, including personal interviews with experts and managers.

    Findings – The multi-sensory brand-experience hypothesis suggests that firms should apply sensorial strategies and three explanatory levels within an SM model. It allows firms through means as sensors, sensations, and sensory expressions to differentiate and position a brand in the human mind as image.

    Research limitations/implications – A theoretical implication is that the multi-sensory brand-experience hypothesis emphasizes the significance of the human mind and senses in value-generating processes. Another theoretical implication is that the hypothesis illustrates the shortcomings of the transaction and relationship marketing models in considering the multi-sensory brand-experience concept. It is worth conducting additional research on the multi-sensory interplay between the human senses in value-generating processes.

    Practical implications – The findings offer additional insights to managers on the multi-sensory brand-experience concept. This research opens up opportunities for managers to identify emotional/psychological linkages in differentiating, distinguishing and positioning a brand as an image in the human mind.

    Originality/value – The main contribution of this research lies in developing the multi-sensory brand-experience hypothesis within a SM model. It fills a major gap in the marketing literature and research in stressing the need to rethink conventional marketing models.

  • 22.
    Hultén, Bertil
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Sensory Marketing: Theoretical and Empirical Grounds2015 (ed. 1)Book (Refereed)
    Abstract [en]

    Sensory Marketing offers a global view of the use of senses in marketing strategy based on consumers' perception and behaviour. Integrating the company constraints and classical approaches of branding and communication, the author presents sensory marketing as an emergent marketing paradigm in theory and practice. This book will be an important contribution that will provide useful reading for marketing scholars and consumer psychologists across the world.

  • 23.
    Hultén, Bertil
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Sinnesmarknadsföring: teoretiska och empiriska utgångspunkter2014 (ed. 1)Book (Other academic)
  • 24.
    Hultén, Bertil
    Linnaeus University, School of Business and Economics, Department of Marketing.
    The impact of sound experiences on children's and parent's shopping behaviour2013Conference paper (Refereed)
  • 25.
    Hultén, Bertil
    Linnaeus University, School of Business and Economics, Department of Marketing.
    The impact of sound experiences on the shopping behaviour of children and their parents2015In: Marketing Intelligence & Planning, ISSN 0263-4503, E-ISSN 1758-8049, Vol. 33, no 2, p. 197-215Article in journal (Refereed)
    Abstract [en]

    Purpose– The purpose of this paper is to examine how the introduction of auditory sensory cues, through a human voice, affect children’s and parent’s shopping behaviour in a retail grocery setting. In the field of retailing and sensory marketing research, there is a paucity of knowledge on how auditory sensory cues impact on consumers’ shopping behaviour.

    Design/methodology/approach– The empirical study was a field experiment and entailed direct observation of shoppers of the Swedish grocery retailer ICA. The observations were based on a convenience sample of shopping families assigned to a control group (n=200) and an experimental group (n=131). A new innovative Swedish audio story track system was to be tested in a hypermarket containing 13 different stories for children.

    Findings– Auditory sensory cues affect children’s and parent’s shopping behaviour in a significant way. Children are quieter, more relaxed and do not move around and reduce the parental stress behaviour during the shopping process.

    Research limitations/implications– The findings demonstrate that auditory sensory cues through human voice have a positive effect on children’s and parent’s shopping behaviour. It is also obvious that parent’s perceived stress is significantly influenced by the children.

    Practical implications– The study provides guidelines for grocery retailers who wish to offer children and their parents a more pleasant shopping trip by emphasizing the role of the children.

    Originality/value– The research demonstrates that the introduction of auditory sensory cues through human voice in a significant way affect the children’s and their parent’s shopping behaviour in a retail setting.

  • 26.
    Hultén, Bertil
    Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
    The Influence of Smell and Vision upon Touch2010Conference paper (Refereed)
  • 27.
    Hultén, Bertil
    University of Kalmar, Baltic Business School.
    The Supreme Sensory Experience - A Challenge for Business2008In: ESOMAR World Congress, Montreal, Canada, 2008Conference paper (Refereed)
  • 28.
    Hultén, Bertil
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Broweus, Niklas
    van Dijk, Marcus
    Gan guan ying xiao2014 (ed. 1)Book (Other academic)
  • 29.
    Hultén, Bertil
    et al.
    University of Kalmar, Baltic Business School.
    Broweus, Niklas
    University of Kalmar, Baltic Business School.
    van Dijk, Marcus
    University of Kalmar, Baltic Business School.
    Sensory marketing2009 (ed. 1)Book (Other academic)
    Abstract [en]

    The culture of the contemporary society becomes more and more individualized and experience-based, with an abundance of many similar brands, products and services. This development is the start of a new marketing era. Functional attributes and product benefits are no longer enough in order to attract and commit the customers. Firms must affect through smelling, hearing, seeing, tasting or touching.

    This pioneering book shows how the five human senses – smell, sound, sight, taste or touch – are the starting point for a firm's strategic marketing. It concerns how firms are able to treat the customers in a more intimate and personal way than before, through emotional, rational and sensual elements.

    The book covers the ongoing shift from mass-marketing and relationship-marketing to sensory marketing. It shows the importance for marketers, practitioners and researchers as well as students to reach the five human senses at a deeper level than traditional mass-marketing and relationship-marketing theories do. 

    This innovative book offers a theoretical as well as a practical understanding of sensory marketing. It gives the arguments, shows best practice and real life examples, as well as outlining new concepts and models.

    The authors have received the prestigious Swedish award 'The Marketing Book of the Year 2008' from The Swedish Marketing Federation. 

  • 30.
    Hultén, Bertil
    et al.
    Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics. Handelns Utredningsinstitut.
    Broweus, Niklas
    Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
    van Dijk, Marcus
    Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics. Otterbein College, USA.
    Sinnesmarknadsföring2011 (ed. 2)Book (Other academic)
  • 31.
    Hultén, Bertil
    et al.
    University of Kalmar, Baltic Business School.
    Broweus, Niklas
    van Dijk, Marcus
    Sinnesmarknadsföring2008Book (Other academic)
  • 32.
    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)
  • 33.
    Hultén, Bertil
    et al.
    Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
    Rytting, Leif
    Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
    Proactive Marketing Strategy in Economic Recession2010In: 10th Annual International Business Research Conference, University of North Florida, Feb 12-13 2010, Jacksonville, 2010Conference paper (Refereed)
  • 34.
    Hultén, Bertil
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Rytting, Leif
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Proactive Marketing-Strategy: Components and Response in Economic Turbulence2013In: Interdisciplinary Journal of Economics and Business Law, ISSN 2047-8747, Vol. 3, no 1, p. 8-30Article in journal (Refereed)
  • 35. Li, Li
    et al.
    Jensen, Arne
    Hultén, Bertil
    University of Kalmar, Baltic Business School.
    Logistical Determinants for Logistics Facilities.2003In: NOFOMA 15th Conference. Proceedings., 2003Conference paper (Refereed)
  • 36.
    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.

  • 37.
    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)
  • 38.
    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)
  • 39.
    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.

  • 40.
    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.

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