Multi-sensory brand-experience : towards a strategic sensorial approach

• 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.

Subject headings

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business (hsv//eng)

Keyword

Economy

Ekonomi

Publication and Content Type

ref (subject category)

kon (subject category)