Making sense of sensory brand experience: constructing an integrative framework for future research

Zha, Dongmei, Foroudi, Pantea ORCID: https://orcid.org/0000-0003-4000-7023, Jin, Zhongqi ORCID: https://orcid.org/0000-0002-2881-2188 and Melewar, T. C. (2021) Making sense of sensory brand experience: constructing an integrative framework for future research. International Journal of Management Reviews . ISSN 1460-8545 [Article] (Published online first) (doi:10.1111/ijmr.12270)

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Abstract

This study asserts that conceptualising sensory brand experience (SBE) as an independent construct is critical to expanding our understanding of experiences provided by brands. To achieve this goal, a rigorous examination of its foundational knowledge structure underpinning the construct is urgently required. Using co-citation analysis examining 151 SBE-related articles with 4,038 citations over more than two decades (1994–2019), six knowledge fields deemed to have constitutive influence on SBE literature have been identified - atmospherics, product evaluation, sensory marketing, service marketing, experiential marketing and brand experience. Combining the results of a hierarchical cluster analysis and a metric multidimensional scaling analysis, the authors located three fundamental premises: (1) brand settings are arbiters of brand meaning; (2) the intrinsic processing of SBE involves the entrainment of exteroceptive and interoceptive processes; and (3) SBE outcomes are non-representational. At the end of the paper, these findings are organised into an integrative framework, highlighting research concerns and research gaps at the antecedent, processing and outcome stages. In doing so, this paper contributes to the conceptual development of SBE by constructing a doctrinal schema for future research undertakings.

Item Type: Article
Keywords (uncontrolled): Management of Technology and Innovation, Strategy and Management, General Decision Sciences
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 33356
Notes on copyright: This is the peer reviewed version of the following article: Zha, D, Foroudi, P, Jin, Z, Melewar, TC. Making sense of sensory brand experience: Constructing an integrative framework for future research. International Journal of Management Reviews. 2021; 1– 38., which has been published in final form at https://doi.org/10.1111/ijmr.12270. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions.
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Depositing User: Pantea Foroudi
Date Deposited: 03 Jun 2021 13:00
Last Modified: 05 Jul 2021 17:10
URI: https://eprints.mdx.ac.uk/id/eprint/33356

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