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Experiencing the sense of the brand: the mining, processing and application of brand data through sensory brand experiences

Dongmei Zha (Business School, Middlesex University, London, UK)
Pantea Foroudi (Business School, Middlesex University, London, UK)
T.C. Melewar (Business School, Middlesex University, London, UK)
Zhongqi Jin (Business School, Middlesex University, London, UK)

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 31 January 2022

Issue publication date: 29 March 2022

1704

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.

Keywords

Acknowledgements

The authors would like to thank the editor and the anonymous reviewers for their invaluable comments that significantly improved the quality of the paper.

Funding: The author(s) received no financial support for the research, authorship and/or publication of this article.

Citation

Zha, D., Foroudi, P., Melewar, T.C. and Jin, Z. (2022), "Experiencing the sense of the brand: the mining, processing and application of brand data through sensory brand experiences", Qualitative Market Research, Vol. 25 No. 2, pp. 205-232. https://doi.org/10.1108/QMR-09-2021-0118

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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