Abstract
This concluding chapter summarizes our ideas and thoughts about sensory marketing. Concepts such as the brand soul, sensors, sensations, and sense expressions are discussed within a sensory marketing framework. At the end of the chapter, best practice with regard to the supreme sensory experience is illustrated using the example of the U.S. grocery retailer Whole Foods.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsPreview
Unable to display preview. Download preview PDF.
Notes
B. Hultén, Den professionella kedjan och den kundstyrda marknadsföringen: om tillgänglighet och värdeskapande i det binära samhället, Forskningsrapport (Stockholm: Handelns Utredningsinstitut, July 2007).
G. Zaltman, How Customers Think: Essential Insights into the Mind of the Market (Cambridge, MA: Harvard Business School Press, 2003).
S. J. Levy, Brands, Consumers, Symbols & Research (Thousand Oaks, CA: Sage, 1999).
M. Gobé, Emotional Branding: The New Paradigm for Connecting Brands to People (New York: Allworth, 2001), pp. 147ff.
D. Ackerman, The Natural History of Love (New York: Random House, 1995).
N. Klein, No Logo: Märkena, marknaden, motståndet (Stockholm: Ordfront Förlag, 2002).
Copyright information
© 2009 Bertil Hultén, Niklas Broweus & Marcus van Dijk
About this chapter
Cite this chapter
Hultén, B., Broweus, N., van Dijk, M. (2009). The Brand as Sensory Experience. In: Sensory Marketing. Palgrave Macmillan, London. https://doi.org/10.1057/9780230237049_8
Download citation
DOI: https://doi.org/10.1057/9780230237049_8
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-36649-1
Online ISBN: 978-0-230-23704-9
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)