Design/methodology/approach – This paper applies exploratory and explanatory approaches to… 1 answer below »

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.

Do you need a similar assignment done for you from scratch? We have qualified writers to help you. We assure you an A+ quality paper that is free from plagiarism. Order now for an Amazing Discount!
Use Discount Code "Newclient" for a 15% Discount!

NB: We do not resell papers. Upon ordering, we do an original paper exclusively for you.