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Multi-sensory brand...
Multi-sensory brand-experience : towards a strategic sensorial approach
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- Rodrigues, Clarinda (författare)
- Porto University, Portugal
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- Hultén, Bertil (författare)
- Linnéuniversitetet,Ekonomihögskolan, ELNU
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- Brito, Carlos (författare)
- Porto University, Portugal
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(creator_code:org_t)
- 2011
- 2011
- Engelska.
- Relaterad länk:
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https://urn.kb.se/re...
Abstract
Ämnesord
Stäng
- 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.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business (hsv//eng)
Nyckelord
- Economy
- Ekonomi
Publikations- och innehållstyp
- ref (ämneskategori)
- kon (ämneskategori)