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

Zha, Dongmei, Foroudi, Pantea ORCID: https://orcid.org/0000-0003-4000-7023, Melewar, T. C. and Jin, Zhongqi ORCID: 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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Abstract

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.

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