Year: 2011
Type: article
Abstract: This paper is entirely conceptual in nature and it developed through the context of discovery.The authors present a review of theoretically relevant work from marketing, branding and consumer psychology and demonstrate that in the literature, there is a gap with respect to how consumers perceive, as opposed to actually experience a brand as image through the human senses.The article discusses how to delve deeper into the customers mind and treat them in a more personal manner through differentiating and expressing a brand.Moreover, it discusses the concept of sensorial strategies in contrast to transactional strategies and relational strategies and considers how a sensory marketing model can be regarded as an alternative to conventional marketing models.The authors then define and elaborate the concept of sensorial strategies and propose a strategic sensorial brand approach for differentiating and positioning a brand in the human mind.This paper considers how the concept of sensorial strategies explains why value co-creation should be related to the human senses in a sensory marketing context.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1598987469