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Seeing through touch :
Seeing through touch : a conceptual framework of visual-tactile interplay
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- Eklund, Andreas (författare)
- Linnéuniversitetet,Institutionen för marknadsföring (MF)
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- Helmefalk, Miralem (författare)
- Linnéuniversitetet,Institutionen för marknadsföring (MF)
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(creator_code:org_t)
- Emerald Group Publishing Limited, 2018
- 2018
- Engelska.
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 27:5, s. 498-513
- Relaterad länk:
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https://urn.kb.se/re...
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https://doi.org/10.1...
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Abstract
Ämnesord
Stäng
- Purpose - The purpose of this paper is to develop a comprehensive conceptual framework of visual-tactile interplay and consumer responses in brand, product and servicescape contexts. Design/methodology/approach - This paper performs a literature review of visual-tactile interplay by reviewing prior research in marketing and psychology. Findings - The review reveals that visual-tactile interplay provokes various consumer responses depending on whether brands, products or servicescapes are used. The paper develops a comprehensive conceptual framework mapping out visual-tactile interplay and the relationship with consumers' cognition, emotions and behaviors. Research limitations/implications - A conceptual model was developed with a novel view on how visual and tactile cues can together influence consumer responses. Practical implications - This paper shows how visual-tactile interplay is successful in brand, product and servicescape contexts and provides practical insight for firms into how to provoke consumers' cognitive, emotional and behavioral responses. Originality/value - This paper contributes to existing literature by developing a conceptual framework and model of visual-tactile interplay and consumer responses by drawing on research in marketing and psychology.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Nyckelord
- Brands
- Products
- Servicescapes
- Sensory cues
- Sensory marketing
- Multisensory interplay
- Visual-tactile interplay
- Marketing
- Marknadsföring
Publikations- och innehållstyp
- ref (ämneskategori)
- for (ämneskategori)
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