Towards a theoretical framework on sensorial place brand identity

Rodrigues, Clarinda, Skinner, Heather, Dennis, Charles ORCID: https://orcid.org/0000-0001-8793-4823 and Melewar, T. C. (2019) Towards a theoretical framework on sensorial place brand identity. Journal of Place Management and Development, 13 (3) . pp. 273-295. ISSN 1753-8335 [Article] (doi:10.1108/JPMD-11-2018-0087)

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Abstract

Purpose: This paper proposes a new framework on sensorial place brand identity.
Design/Methodology/Approach: This conceptual paper draws from sensory marketing and brand identity theories to propose an integrative model to develop sensorial place brand identity.
Findings: By relying on a broad spectrum of literature the study supports the notion that sensorial place brand identity is a bottom-up approach to branding that involves several enactment stakeholders and key influences as co-creators in the process of delivering sensory place branding messages based on a strong and unique place brand identity. This leads to the presentation of a provisional framework linking sensorial place identity, experiencescapes and multisensory place brand image.
Originality/Value: This novel approach to place brand identity follows a holistic approach by considering several enactment stakeholders and key influencers as co-creators in the process of branding a place through the senses.

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