| 34071. |
- Rodrigues, Clarinda, et al.
(författare)
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Marketing sensorial : o marketing dos sentidos
- 2014. - 1
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Ingår i: Novos horizontes do marketing. - Alfragide : Dom Quixote. - 9789722054089 - 9789722054096 ; , s. 100-116
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Bokkapitel (övrigt vetenskapligt/konstnärligt)
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| 34072. |
- Rodrigues, Clarinda, et al.
(författare)
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Measuring the effects of retail brand experiences and brand love on word of mouth : a cross-country study of IKEA brand
- 2021
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Ingår i: International Review of Retail Distribution & Consumer Research. - : Taylor & Francis Group. - 0959-3969 .- 1466-4402. ; 31:1, s. 78-105
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Tidskriftsartikel (refereegranskat)abstract
- This paper aims to investigate, for the first time, the mediating effect of brand love on word of mouth through brand experience, by using a comparative study of the IKEA brand in Sweden and Portugal. It also explores how the perceived functional and hedonic brand values mediate the effects of brand experience and brand love. The data collection was done via an online survey of real users of the brand IKEA in Portugal and Sweden. The paper suggests that brand love mediates the relationship between brand experience and word of mouth in both countries. This study also identifies differences in the effects of the sensory, affective, behavioral and intellectual brand dimension in brand love. Additionally, it is suggested that consumer-brand relationship duration, genre, and education levels influence brand love. This paper contributes to the fast-growing consumer-brand relationships literature by exploring the role of brand love in the context of retail brands. It also intends to provide a better understanding of how to build and nurture effective brand experiences in order to elicit intense and passionate feelings towards retail brands.
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| 34073. |
- Rodrigues, Clarinda, et al.
(författare)
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Multi-sensory brand-experience : towards a strategic sensorial approach
- 2011
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Konferensbidrag (refereegranskat)abstract
- This paper is mainly conceptual in nature. It aims at developing a strategic sensorial brand approach for firms on the basis of three issues: 1) branding as a process of value co-creation, 2) the multi-sensory brand-experience, and 3) sensorial strategies in relation to brand experiences and brand as image.
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| 34074. |
- Rodrigues, Clarinda
(författare)
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Multisensory brand communications : capturing the hearts and minds of consumers
- 2018. - 1
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Ingår i: Brand touchpoints. - : Nova Science Publishers, Inc.. - 9781536135664 - 9781536135671 ; , s. 115-140
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Bokkapitel (refereegranskat)abstract
- Multisensory brand communications are an emerging concept in the field of sensory branding. In order to create emotional ressonance with consumers and build a strong brand identity, brands need to provide sensory gratification and amusement through engaging and compelling marketing communications. The success will lay in how much brands are able to capture the hearts and minds of consumers by activating the human senses in multiple touch points. Departing from anedoctal evidence provided by well-known and sucessful global brands, examples are discussed in the field of multisensory advertising, multisensory events, and digital sensory storytelling.
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| 34075. |
- Rodrigues, Clarinda
(författare)
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Multisensory brand experiences and brand love : myth or reality?
- 2018. - 1
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Ingår i: Driving customer appeal through the use of emotional branding. - : IGI Global. - 9781522529217 - 1522529217 - 9781522529224 ; , s. 1-21
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Bokkapitel (refereegranskat)abstract
- In this chapter, the author examines the most important research in the field of sensory marketing, brandequity and brand love, that has been published over the past thirty years. Firstly, the author accounts forthe significance of the five senses and sensory marketing which is regarded as a new marketing paradigmfor the 21st century. Secondly, brand equity is discussed as a multidimensional concept, highlightingthe pivotal role of emotional and sensory associations in creating a positive brand image and strongbrand equity. Thirdly, brand love is analysed as an emerging brand-relationship concept in the field ofexperiential consumption. Fourthly, the significance of multisensory brand experiences is discussed asa means of making brands stand out in a competitive environment and inducing feelings of love towardsa brand. Finally, brand sensoriality is pointed out as central to conveying experiential brand valuesthrough multisensory brand experiences, in several encounters.
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| 34076. |
- Rodrigues, Clarinda
(författare)
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Multisensory brand experiences and brand love : myth or reality?
- 2020
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Ingår i: Global Branding. - : IGI Global. - 9781522592822 - 1522592822 - 9781522592839
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Bokkapitel (refereegranskat)abstract
- In this chapter, the author examines the most important research in the field of sensory marketing, brand equity and brand love, that has been published over the past thirty years. Firstly, the author accounts for the significance of the five senses and sensory marketing which is regarded as a new marketing paradigm for the 21st century. Secondly, brand equity is discussed as a multidimensional concept, highlighting the pivotal role of emotional and sensory associations in creating a positive brand image and strong brand equity. Thirdly, brand love is analysed as an emerging brand-relationship concept in the field of experiential consumption. Fourthly, the significance of multisensory brand experiences is discussed as a means of making brands stand out in a competitive environment and inducing feelings of love towards a brand. Finally, brand sensoriality is pointed out as central to conveying experiential brand values through multisensory brand experiences, in several encounters.
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| 34077. |
- Rodrigues, Clarinda, et al.
(författare)
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Role of brand experience and brand authenticity in creating brand love : a cross-cultural comparative study
- 2018
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Ingår i: 2018 Global Marketing Conference at Tokyo Proceedings. - Tokyo : Global Alliance of Marketing and Management Associations. ; , s. 1447-1447
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Konferensbidrag (refereegranskat)abstract
- In recent years brands have come under the spotlight for delivering unique and authentic brand experiences. Consumers find themselves looking for brands that add experiential value to their daily life, from a sensory, behavioral, intellectual and relational perspective (Brakus et al., 2009). Moreover, there is a growing demand for brands that are able to deliver their brand promise authentically (Morhart et al., 2015; Schallehn et al., 2014). On this background, our research was conducted in order to examine the role of brand experience and brand authenticity in generating brand love. In addressing this issue, the present study attempts to perform a test on research hypotheses by empirically validating the proposed conceptual model in a cross-country context (Japan and Portugal) for the brands Apple and Samsung. Additionally, it analyses the moderating effect of self-authenticity in relation to brand experience and brand authenticity. Data collection was done using a structured questionnaire to final consumers, who are owners of Apple and Samsung devices. A total of 574 valid questionnaires were collected regarding Apple brand (Japan = 300; Portugal = 274). Following the testing of the structural equation model, results demonstrate the correlation between brand authenticity and brand experience and show that the greater the self-authenticity, the higher is the effect of brand authenticity on brand love. It is worth noting however that the direct and moderating effects are different for Apple and Samsung in Japan and Portugal. This accounts for the cultural differences in how consumers perceive the experiential and authentic brand value propositions and how they relate emotionally to brands. Our study also provides important managerial implications by helping brand managers to understand how to drive passionate and intense feelings towards brands and to target consumers who are looking for compelling, meaningful and authentic brand experiences.
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| 34078. |
- Rodrigues, Clarinda, et al.
(författare)
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Sensorial brand strategies for value co-creation
- 2011
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Ingår i: Innovative Marketing. - Sumy : Business Perspectives. - 1814-2427. ; 7:2, s. 40-47
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Tidskriftsartikel (refereegranskat)abstract
- This research investigates the potential benefits of a fair co-branding operation. Two major corporate brands are fictitiously allied with a Fair Trade labeling organization brand. The sample for the first study is composed by 540 interviews, and by 350 for the second study; it is representative of the French population. Besides showing that the paradigm of co-branding is consistent to evaluate brand alliances between corporate and Fair Trade brands, the PLS model implemented in this research first investigates how do classical variables (attitudes, fit, similarity) are antecedents of co-branding relevancy and customers’ evaluation of the alliance. Second, this study introduces a new explicative variable based on the similarity-dissimilarity of the brands on FairTrade related aspects. The results obtained through the test of a PLS (Partial Least Square) model are a first step to better understand co-branding between corporate and labeling brands. This study also provides findings concerning the whole paradigm of cooperation between profit and non-profit organizations. In this type of brand alliance, the corporate brand provides the alliance with its leading position, and the Fair Trade brand provides the ethical attribute.
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| 34079. |
- Rodrigues, Clarinda
(författare)
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The Destination Branding through Multisensory Experiences : Case Studies from Sweden
- 2018
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Ingår i: The Branding of Tourist Destinations. - Bingley : Emerald Group Publishing Limited. - 9781787693746 - 9781787693739 - 9781787693753 ; , s. 61-82
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Bokkapitel (refereegranskat)abstract
- This chapter examines the significance of multisensory experiences in the branding of the Swedish tourist destinations. Firstly, it provides a critical review of the relevant literature in the field of nation branding. It discusses about the tourism branding strategies that are intended to attract more visitors to Stockholm and in other areas in Sweden. Secondly, this contribution suggests that the destination marketers are engaging with tourists and are providing them with multisensory experiences to drive their emotional resonance for the Swedish destinations. Thirdly, it analyses how the ‘Swedishness’ could be expressed through the destinations’ attractions and from creative marketing campaigns. In conclusion the author provides four case studies on ‘The Swedish Number Campaign’, ‘ICEHOTEL’, ‘The ABBA Museum’ and ‘IKEA Museum’ to better explain how the Swedish destinations are providing the mentioned multisensory experiences to tourists.
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| 34080. |
- Rodrigues, Clarinda, et al.
(författare)
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The mediating role of perceived brand authenticity between brand experience and brand love : a cross-cultural perspective
- 2023
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Ingår i: Journal of Brand Management. - : Springer. - 1350-231X .- 1479-1803.
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Tidskriftsartikel (refereegranskat)abstract
- This research investigates the mediating role of perceived brand authenticity (PBA) between brand experience (BE) and brand love (BL) of global high-tech brands Apple and Samsung. A quantitative study was conducted in Japan, India, and Portugal. The research found evidence that PBA is a multidimensional, reflective-formative higher-order construct composed of two lower-order components namely PBA Core and PBA Peripheral. The findings also contribute to understand how consumers are impacted by different BE and PBA dimensions using the lens of consumer culture theory and how BL is formed as a social-cultural phenomena. Finally, the study demonstrates for the first time that relationship intensity and self-authenticity moderate the effect of BE on PBA. Although limited to three countries and high-tech brands, the findings are of relevance to global brands by raising awareness that culture plays a key role in how consumers perceive authentic brand experiences and how passionate feelings for global brands can be strengthened.
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