... presente artigo tem como foco de estudo o branding sensorial como opção de diferenciação entre as marcas e ... artigo visa analisar a utilização das estratégias do branding sensorial como um diferencial na relação criada entre a ...
Tópico(s): Academic Research in Diverse Fields
2012 - | Universitas Arquitetura e Comunicação Social
Clarinda Rodrigues, Heather Skinner, Charles Dennis, T.C. Melewar,
... 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 ... 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.
Tópico(s): Consumer Behavior in Brand Consumption and Identification
2019 - Emerald Publishing Limited | Journal of Place Management and Development
Shobhit Kakaria, José Enrique Bigné Alcañiz, Vincenzo Catrambone, Gaetano Valenza,
... identified six research avenues: (1) affective, cognitive, and sensorial constructs; (2) personality, thinking style, and demographics; (3) product experience; (4) advertising and branding; (5) correlation with immersive technologies; and (6) triangulation ...
Tópico(s): Color perception and design
2022 - Wiley | Psychology and Marketing
Mônica Tumelero, Adriana Diniz Baldissera,
... tornando tao popular. Palavras-chave: Arquitetura. Vendas. Arquitetura sensorial. Branding emocional. Interiores.
Tópico(s): Business and Management Studies
2015 - UNIVERSIDADE ESTADUAL DE MARINGÁ | Revista Tecnológica
Surabhi Mukherjee Chakravarty,
This chapter presents sensorial branding approaches in practice and theory. Senses play a vital role in human life. We understand almost everything in life ... competence, more interest, preference, and customer loyalty. Sensory branding is the marketing strategy that is investigating the emotional relationships between consumer and the brand through senses. Two cases presented in the chapter are on Starbucks and Apple Inc., which highlight their sensorial strategies for stimulating consumers' relationships and fostering a ...
Tópico(s): Consumer Retail Behavior Studies
2015 - IGI Global | Advances in marketing, customer relationship management, and e-services book series
Produção Nacional
Eduarda Venturelli Ribeiro, Gerfeson Furtado, Karla Mazarelo,
Em vista de uma sociedade globalizada, em que empresas necessitam diferenciar-se das demais, esta pesquisa tem por objetivo apontar possíveis mudanças que fortaleçam uma relação emocional e física entre as lojas Ramsons, situadas em Manaus, e seus clientes através de aspectos do branding design. A pesquisa faz uso de uma abordagem qualitativa, com objetivos de caráter exploratório e descritivo, fundamentados em levantamento de dados bibliográficos, observação em campo, realização de estudo de caso ...
Tópico(s): Business and Management Studies
2021 - | Revista Poliedro
Michele Fioroni, Garry Titterton,
... Icon Brand Religion Between Past and Present: Nostalgia Branding PART II: THE BRAND AS A LIVING ORGANISM: DNA, HUMAN FEATURES AND SENSORIAL PERCEPTION The Human Nature of Brands The Brand's Genetic Clock Genetic Familiarity: The Brand in Search Of its Roots Brand Name: 'The Importance of being Earnest' Brand Sex: A Confused Identity heading towards Androgyny The Brand between Emotions and Experiences Brand Senses: The Challenge of Polysensualism PART III: THE FUNDAMENTALS OF BRANDING: SOME RULES FOR KEEPING ON THE RIGHT TRACK ...
Tópico(s): Globalization, Economics, and Policies
2009 - Association of College and Research Libraries | Choice Reviews Online
Produção Nacional
Marcieli Hoffmann, Elizete de Azevedo Kreutz,
... cinco sentidos para perceber o mundo, e o branding sensorial vem cada vez mais ganhando espaço no mercado ...
Tópico(s): Business and Management Studies
2019 - FEEVALE, Centro Universitário, Instituto de Ciências Sociais Aplicadas | Revista Gestão e Desenvolvimento
... culture as well as exploring the potential of sensorial interactions to produce emotional place attachment in a range of different stakeholders. Originality/value While place branding research tends to focus on the views and beliefs of stakeholders (cognitive dimension), this investigation takes an approach to the topic based on interpersonal sensorial interactions between visitors and local inhabitants as part ...
Tópico(s): Cruise Tourism Development and Management
2023 - Emerald Publishing Limited | International Journal of Tourism Cities
T.C. Melewar, Clarinda Rodrigues, Charles Dennis,
... this paper proposes an integrative model to develop sensorial place brand identity. This novel approach to place brand identity follows a holistic approach by considering different key influencers, enactment stakeholders and residents as co-creators in the process of delivering sensory appealing place branding messages based on a strong and unique place ...
Tópico(s): Consumer Behavior in Brand Consumption and Identification
2019 - Springer International Publishing | Developments in marketing science: proceedings of the Academy of Marketing Science
Sheila Matson-Barkat, Philippe Robert-Demontrond, Cele C. Otnes,
... tourists connect servicescapes to destinations through physical and sensorial immersion, investigation, and learning. This research can help practioners in creating more meaningful holiday experiences and in branding and promoting tourism destinations. It opens the way ...
Tópico(s): Diverse Aspects of Tourism Research
2021 - Taylor & Francis | Tourism Recreation Research
Tita Hariyanti, Harun Al Rasyid, Noor AnnisaSusanto,
... oriental architecture design.Analysis results indicates that emotional branding (relationship, sensorial experience, imagination, and vision) influence greatly towards customers'" ... there is no significant impact of "relationship"and"sensorial experience" towards "switching intention"(p=0,839 and p=0,997), "imagination"and"vision" contributes to customers' "switching intention"(p=0,023 and p=0,005).Emotional branding contributes as many as 23,6%, thus it ...
Tópico(s): Consumer Retail Behavior Studies
2018 - | International Journal of Advanced Research
Xiomara Madelaine Palma Pérez, Rossanna K. Arteaga-Flores, Johnny E. Ponce-Andrade, Tomistocles D. Loor-Chávez, José C. Calderón-Bailón, Pericles Ramón Mejía‐Vásquez,
... las emociones. En este sentido surge el marketing sensorial como una tendencia del marketing destinada a la aplicación de estímulos orientados a los cinco sentidos, los cuales pueden ser implementados tanto en el punto de venta como a través del branding de la marca. Por su parte, el comportamiento ...
Tópico(s): Communication and COVID-19 Impact
2018 - Manta Polo de Capacitación; Investigación y Publicación (POCAIP) | Dominio de las Ciencias
Clarinda Rodrigues, Cleopatra Veloutsou,
... 4) sensory communication. The first paper is entitled “Branding Places: developing a sensorial brand identity model” and will be presented by TC Melewar, Clarinda Rodrigues, and Charles Dennis. The second paper is entitled “Store atmospherics” and will be presented by Charles Spence. The third paper is entitled “Enhancing sensory branding in luxury through visual design” and will be ...
Tópico(s): Color perception and design
2019 - Springer International Publishing | Developments in marketing science: proceedings of the Academy of Marketing Science
Richard Huaman‐Ramirez, Jean-François Toti,
... offer. This study is grounded in the experiential branding perspective focusing on multiple dimensions (i.e., sensorial, affective, and intellectual). We also examine the moderating ...
Tópico(s): Digital Marketing and Social Media
2022 - SAGE Publishing | International Journal of Market Research
... like a natural feature of the consumer space. Branding demonstrates how participants construct intricate hierarchies of taste and credibility related to drug of choice. Performative labour re-enforces hybrid consumption, with participants working in the bounded play spaces of Ibiza immersed within the illicit drug market. Atmospheres represents the alchemic synergy of bounded play space and is important to understanding illicit drug use as a sensorial, deeply immersive but transitory experience. This research offers ...
Tópico(s): Adventure Sports and Sensation Seeking
2018 - Elsevier BV | International Journal of Drug Policy
Mónica Gómez Suárez, María Jesús Yagüe Guillén,
The last decade has seen an exponential growth in published articles related to the influence of marketing events on destinations. However, there is still a need for empirical research about the effect that organized events built upon sensorial components have on different variables related to participants’ attitudes and behaviors, as such events have the ability to provide unique experiences and emotions. Therefore, this research focuses on the impact of a sustainable multi-sensory event marketing ...
Tópico(s): Diverse Aspects of Tourism Research
2021 - Multidisciplinary Digital Publishing Institute | Sustainability
... here does not simply aim at evoking the sensorial immediacy of the context (Dattatreyan and Marrero-Guillamón ... complex would provide a textured effect and a sensorial impact and knowledge, not easily felt in the ... the literature. When in operation, the first powerful sensorial impact of this site, beyond the view of ... in flimsy, makeshift shelters, some of them also branding protest signs, were moved from the front to ...
Tópico(s): Global Security and Public Health
2022 - Wiley | American Anthropologist
... develop understanding of materials experience, focusing especially on sensorial and intangible qualities of materials and embracing technical ...
Tópico(s): Chemistry Education and Research
2010 - Middle East Technical University | METU Journal of the Faculty of Architecture
Veronica Manlow, Karinna Nobbs,
... own terms, as well as responding to the sensorial environment they encounter.
Tópico(s): Customer Service Quality and Loyalty
2013 - Emerald Publishing Limited | Journal of Fashion Marketing and Management
... while the Starbucks model strikes a very different sensorial chord to that of Nespresso (in terms of ...
Tópico(s): Diverse academic and cultural studies
2012 - Queensland University of Technology | M/C Journal
... an epistemological and representational strategy based on individual, sensorial experience, which may constitute a response to biased ...
Tópico(s): Sport and Mega-Event Impacts
2018 - Taylor & Francis | Culture, theory and critique/Culture, theory & critique
Thais Mendes da Silva, Nicole Roberta Giuggioli, Cristiana Peano,
... aimed to develop a methodology to assess the sensorial and physicochemical quality of strawberry brands in two ...
Tópico(s): Plant Physiology and Cultivation Studies
2021 - Elsevier BV | Heliyon
Produção Nacional
Revisado por pares
Guilherme Henrique Koerich, Richard Perassi Luiz de Sousa,
... suportada pela fisicalidade dos insumos usados. A marca sensorial é relacionada ao conjunto de lembranças, vivências afetivas ... based on bibliographic sources. In synthesis, the perceptual-sensorial aspects of food-gastronomy products characterize a specific ... physicality of the products and ingredients used. The sensorial brand is directly related to a set of ... Meinert, E. M. & Barbetta, P. A. (1987). Análise sensorial de alimentos. Florianópolis: UFSC. Veal, A. J. (2011). ...
Tópico(s): Food, Nutrition, and Cultural Practices
2019 - UNIVERSIDADE DE CAXIAS DO SUL | Revista Rosa dos Ventos - Turismo e Hospitalidade
Alessandro Bigi, Fabio Cassia, Marta Maria Ugolini,
... food-related attributes is engulfed by other, less sensorial, enjoyable and memorable aspects of the travel experience. ... that a local promotional activity should start with branding and not commercial activities. Originality/value This is ...
Tópico(s): Wine Industry and Tourism
2021 - Emerald Publishing Limited | British Food Journal
... has led to a whole new advent of sensorial marketing, beginning the era of experiential marketing. Utilizing ... stay experience of consumers with implementation of Olfactory Branding. This article reflects outcome of a survey using ...
Tópico(s): Color perception and design
2017 - Allied Academies | Academy of Marketing Studies journal
Produção Nacional
Natan Noel Soares de OLIVEIRA, Camilla Furtado de Figueiredo, Gildivan Martins de FIGUEIREDO,
... a empregabilidade de técnicas de visual merchandising e branding emocional, em suas ações e campanhas de conscientização, bem como das ações de marketing digital em redes sociais e suas estratégias de convencimento do cliente. Constatou-se o direcionamento do marketing sensorial ao público alvo da loja que está atrelada ...
Tópico(s): Management, Economics, and Public Policy
2020 - | Blucher Engineering Proceedings
... Holwitt, Pablo. “Strange Foods, Strange Smells: Vegetarianism and Sensorial Citizenships in Mumbai’s Redeveloped Enclaves.” Contemporary South ... 67 Lopez, “Asian American Food Blogging as Racial Branding,” 153–54.68 Lopez, 153–54.69 Tanumihardja, ...
Tópico(s): Migration, Ethnicity, and Economy
2022 - Taylor & Francis | a/b Auto/Biography Studies
Cristiane Soares Simon Marques, Marcos Antônio Souza dos Santos, Tamara Esteves de Oliveira, Tiago Rolim Marques, Júlio Otávio Jardim Barcellos,
... certification and supply chain integration; III – Outsourced and Sensorial (14,3%) targeting sensory quality attributes as defined ...
Tópico(s): Organic Food and Agriculture
2024 - Editora Univates | Caderno Pedagógico
Sarah Batista Correa, Mirna Feitoza Pereira,
... o objetivo de atingir a memória emocional e sensorial do consumidor.
Tópico(s): Media and Communication Studies
2019 - | Blucher Design Proceedings