Abstract
This chapter discusses the importance of physical and psychological interaction between firms and individuals. Sense expressions that focus on a touch experience are described in detail. We also discuss the importance of accessibility and digital technology to interaction with a brand. Finally, the Volvo brand of the U.S. carmaker Ford is presented as an example of the brand as a touch experience.
The touch sense can amplify experiences when the other senses cannot be fully used
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© 2009 Bertil Hultén, Niklas Broweus & Marcus van Dijk
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Hultén, B., Broweus, N., van Dijk, M. (2009). The Touch Sense. In: Sensory Marketing. Palgrave Macmillan, London. https://doi.org/10.1057/9780230237049_7
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DOI: https://doi.org/10.1057/9780230237049_7
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-36649-1
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