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

Zha, Dongmei, Foroudi, Pantea ORCID logoORCID:, Jin, Zhongqi ORCID logoORCID: and Melewar, T. C. (2022) Making sense of sensory brand experience: constructing an integrative framework for future research. International Journal of Management Reviews, 24 (1) . pp. 130-167. ISSN 1460-8545 [Article] (doi:10.1111/ijmr.12270)

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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. 2022; 24: 130– 167., which has been published in final form at
This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. This article may not be enhanced, enriched or otherwise transformed into a derivative work, without express permission from Wiley or by statutory rights under applicable legislation. Copyright notices must not be removed, obscured or modified. The article must be linked to Wiley’s version of record on Wiley Online Library and any embedding, framing or otherwise making available the article or pages thereof by third parties from platforms, services and websites other than Wiley Online Library must be prohibited.
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Depositing User: Pantea Foroudi
Date Deposited: 03 Jun 2021 13:00
Last Modified: 29 Nov 2022 17:37

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