Portal de Periódicos da CAPES

Towards a theoretical framework on sensorial place brand identity

2019; Emerald Publishing Limited; Volume: 13; Issue: 3 Linguagem: Inglês

10.1108/jpmd-11-2018-0087

1753-8343

Clarinda Rodrigues, Heather Skinner, Charles Dennis, T.C. Melewar,

Consumer Behavior in Brand Consumption and Identification

Purpose The purpose of this paper is to propose 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 the 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.