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DC Field | Value | Language |
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dc.contributor.author | Zha, D | - |
dc.contributor.author | Foroudi, P | - |
dc.contributor.author | Melewar, TC | - |
dc.contributor.author | Jin, Z | - |
dc.date.accessioned | 2022-07-15T12:39:35Z | - |
dc.date.available | 2022-03-29 | - |
dc.date.available | 2022-07-15T12:39:35Z | - |
dc.date.issued | 2022-03-29 | - |
dc.identifier.citation | Zha, D., Foroudi, P., Melewar, T.C., Jin, Z. (2022) 'Experiencing the sense of the brand: the mining, processing and application of brand data through sensory brand experiences', Qualitative Market Research, 25(2), pp. 1 - 28. doi:10.1108/QMR-09-2021-0118. | en_US |
dc.identifier.issn | 1352-2752 | - |
dc.identifier.uri | https://bura.brunel.ac.uk/handle/2438/24918 | - |
dc.description.abstract | Purpose: This paper aims to develop an integrative framework based on a convergence of embodiment, ecological and phenomenological theoretical perspectives to explain the multiple processes involved in the consumers’ mining, processing and application of brand-related sensory data through a sensory brand experience (SBE). Design/methodology/approach: This research adopts a qualitative method by using face-to-face in-depth interviews (retail managers and customers) and focus group interviews (actual customers) with 34 respondents to investigate SBEs in the context of Chinese shopping malls. Findings: Results show that the brand data mined through multisensory cues (visual, auditory, olfactory, tactile and taste) in a brand setting are processed internally as SBEs (involving sensory impressions, fun, interesting, extraordinary, comforting, caring, innovative, pleasant, appealing and convenient), which influence key variables in customer–brand relationships including customer satisfaction, brand attachment and customer lovemarks. Originality/value: This study has implications for current theory on experiential marketing, branding, consumer–brand relationships, consumer psychology and customer experience management. | en_US |
dc.description.sponsorship | Funding: The author(s) received no financial support for the research, authorship and/or publication of this article. | en_US |
dc.format.extent | 205 - 232 | - |
dc.format.medium | Print-Electronic | - |
dc.language.iso | en_US | en_US |
dc.publisher | Emerald Insight | en_US |
dc.rights | Copyright © 2021, Emerald Publishing Limited. This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com. | - |
dc.rights.uri | https://creativecommons.org/licenses/by-nc/4.0/ | - |
dc.subject | Sensory Brand experience | en_US |
dc.subject | Consumer–Brand relationships | en_US |
dc.subject | Sensory marketing | en_US |
dc.subject | Experiential marketing | en_US |
dc.subject | Brand setting | en_US |
dc.title | Experiencing the sense of the brand: the mining, processing and application of brand data through sensory brand experiences | en_US |
dc.type | Article | en_US |
dc.identifier.doi | https://doi.org/10.1108/QMR-09-2021-0118 | - |
dc.relation.isPartOf | Qualitative Market Research | - |
pubs.issue | 2 | - |
pubs.publication-status | Published | - |
pubs.volume | 25 | - |
dc.identifier.eissn | 1758-7646 | - |
dc.rights.holder | Emerald Publishing | - |
Appears in Collections: | Brunel Business School Research Papers |
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