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1 – 3 of 3Andreas Aldogan Eklund, Adele Berndt and Susanne Sandberg
This paper aims to advance the theoretical knowledge of how manufacturers develop a multisensory value proposition.
Abstract
Purpose
This paper aims to advance the theoretical knowledge of how manufacturers develop a multisensory value proposition.
Design/methodology/approach
An exploratory case study with a global automotive manufacturer was conducted. Personal in-depth interviews with key informants within a manufacturer were performed to obtain in-depth knowledge and insights on how the manufacturer plans and designs a value proposition.
Findings
This paper reveals how a value proposition is created from a sensory marketing perspective, which includes orchestrating the sensory experience, harmonising sensory cues to ensure they provide a consistent experience, thereby providing a memorable experience.
Practical implications
Understanding how to offer value might assist managers in tailoring a unique experiential value proposition to position the brand.
Originality/value
This paper proposes a theoretical framework, enriching the understanding of the underlying mechanisms used to create an experiential value proposition. The framework illustrates that harmonising sensory cues based on brand-related stimuli fosters a memorable experience, which enables consumers to (sub)consciously infer value.
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Keywords
Andreas Aldogan Eklund and Miralem Helmefalk
The purpose of this paper is to develop a comprehensive conceptual framework of visual-tactile interplay and consumer responses in brand, product and servicescape contexts.
Abstract
Purpose
The purpose of this paper is to develop a comprehensive conceptual framework of visual-tactile interplay and consumer responses in brand, product and servicescape contexts.
Design/methodology/approach
This paper performs a literature review of visual-tactile interplay by reviewing prior research in marketing and psychology.
Findings
The review reveals that visual-tactile interplay provokes various consumer responses depending on whether brands, products or servicescapes are used. The paper develops a comprehensive conceptual framework mapping out visual-tactile interplay and the relationship with consumers’ cognition, emotions and behaviors.
Research limitations/implications
A conceptual model was developed with a novel view on how visual and tactile cues can together influence consumer responses.
Practical implications
This paper shows how visual-tactile interplay is successful in brand, product and servicescape contexts and provides practical insight for firms into how to provoke consumers’ cognitive, emotional and behavioral responses.
Originality/value
This paper contributes to existing literature by developing a conceptual framework and model of visual-tactile interplay and consumer responses by drawing on research in marketing and psychology.
Details
Keywords
Andreas Aldogan Eklund and Miralem Helmefalk
The purpose of this paper is to conceptualise and provide a future research agenda for (in)congruence regarding cues between products, brands and atmospheres.
Abstract
Purpose
The purpose of this paper is to conceptualise and provide a future research agenda for (in)congruence regarding cues between products, brands and atmospheres.
Design/methodology/approach
A semi-systematic literature review was conducted. The aim was to assess, critique and synthesise (in)congruence, which was found in the literature to be dispersed and interdisciplinary, and to propose a theoretical framework in the marketing domain.
Findings
Firstly, the review reveals that sensory and semantic cues are interrelated in products, brands and atmospheres. It illustrates that these cues are the foundation for (in)congruence. Secondly, the findings show various theoretical foundations for (in)congruence. These explain where and how congruence occurs. Lastly, a theoretical framework for (in)congruence and a future research agenda were developed to stimulate further research.
Research limitations/implications
A theoretical framework was developed to enrich the theoretical knowledge and understanding of (in)congruence in the marketing domain.
Practical implications
The review reveals that products, brands and atmospheres have spillover effects. Managers are advised to understand the semantic meaning carried by cues to foster various outcomes, to estimate the trade-offs when modifying (in)congruent cues for products, brands and atmospheres.
Originality/value
The developed theoretical framework advances and deepens the knowledge of (in)congruence in the marketing domain by moving beyond the match and fit between two entities and by revealing the underlying mechanism and its outcomes.
Details