Experiencing the sense of the brand: the mining, processing and application of brand data through sensory brand experiences

Zha, Dongmei, Foroudi, Pantea ORCID logoORCID: https://orcid.org/0000-0003-4000-7023, Melewar, T. C. and Jin, Zhongqi ORCID logoORCID: https://orcid.org/0000-0002-2881-2188 (2022) Experiencing the sense of the brand: the mining, processing and application of brand data through sensory brand experiences. Qualitative Market Research: An International Journal, 25 (2) . pp. 205-232. ISSN 1352-2752 [Article] (doi:10.1108/QMR-09-2021-0118)

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Purpose - This article aims to develop an integrative framework based on a convergence of embodiment, ecological and phenomenological theoretical perspectives, to explain the multiple processes involved in the consumers’ mining, processing and application of brand-related sensory data through a sensory brand experience.

Design/methodology/approach – This research adopts a qualitative method by using face-to-face in-depth interviews (retail managers and customers) and focus group interviews (actual customers) with 34 respondents to investigate sensory brand experiences in the context of Chinese shopping malls.

Findings - Results show that the brand data mined through multisensory cues (visual, auditory, olfactory, tactile and taste) in a brand setting are processed internally as sensory brand experiences (involving sensory impressions such as fun, interesting, extraordinary, comforting, caring, innovative, pleasant, appealing, convenient), which influence key variables in customer-brand relationships including customer satisfaction, brand attachment, and customer lovemarks.

Originality/value – This study has implications for current theory on experiential marketing, branding, consumer-brand relationships, consumer psychology and customer experience management.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 34460
Notes on copyright: Copyright © 2021, Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher
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Depositing User: Pantea Foroudi
Date Deposited: 06 Jan 2022 10:33
Last Modified: 29 Nov 2022 17:33
URI: https://eprints.mdx.ac.uk/id/eprint/34460

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