Zha, D.; Foroudi, P.; Melewar, T.; Jin, Z.

Experiencing the sense of the brand: the mining, processing and application of brand data through sensory brand experiences

Article

Zha, D., Foroudi, P., Melewar, T. and Jin, Z. 2022. Experiencing the sense of the brand: the mining, processing and application of brand data through sensory brand experiences. Qualitative Market Research: An International Journal. 25 (2), pp. 205-232. https://doi.org/10.1108/QMR-09-2021-0118

Publication dates
Type	Article
Title	Experiencing the sense of the brand: the mining, processing and application of brand data through sensory brand experiences
Authors	Zha, D., Foroudi, P., Melewar, T. and Jin, Z.
Abstract	Purpose - This article aims to develop an integrative framework based on a convergence of embodiment, ecological and phenomenological theoretical perspectives, to explain the multiple processes involved in the consumers’ mining, processing and application of brand-related sensory data through a sensory brand experience. Design/methodology/approach – This research adopts a qualitative method by using face-to-face in-depth interviews (retail managers and customers) and focus group interviews (actual customers) with 34 respondents to investigate sensory brand experiences in the context of Chinese shopping malls. Findings - Results show that the brand data mined through multisensory cues (visual, auditory, olfactory, tactile and taste) in a brand setting are processed internally as sensory brand experiences (involving sensory impressions such as fun, interesting, extraordinary, comforting, caring, innovative, pleasant, appealing, convenient), which influence key variables in customer-brand relationships including customer satisfaction, brand attachment, and customer lovemarks. Originality/value – This study has implications for current theory on experiential marketing, branding, consumer-brand relationships, consumer psychology and customer experience management.
Publisher	Emerald Publishing Limited
Journal	Qualitative Market Research: An International Journal
ISSN	1352-2752
Online	31 Jan 2022
Print	29 Mar 2022
Publication process dates
Deposited	06 Jan 2022
Submitted	03 Apr 2021
Accepted	22 Nov 2021
Output status	Published
Accepted author manuscript	QMR-Experiencing the sense of the brand.docx QMR-Experiencing the sense of the brand.pdf
Copyright Statement	Copyright © 2021, Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher
Digital Object Identifier (DOI)	https://doi.org/10.1108/QMR-09-2021-0118
Language	English

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Bridges, K., Melewar, T. and Otubanjo, B. 2007. “Geiz-ist-geil” strategy: a three-company study. Management Decision. 45 (6), pp. 1023-1037. https://doi.org/10.1108/00251740710762071

In-group and out-group orientations and their relation to formation of Country of Origin Image stereotypes

Balabanis, G., Mueller, R. and Melewar, T. 2007. In-group and out-group orientations and their relation to formation of Country of Origin Image stereotypes. International Journal of Business & Globalisation. 1 (3), pp. 328-344. https://doi.org/10.1504/IJBG.2007.015052

Corporate communications, identity and image: a research agenda

Karaosmanoglu, E. and Melewar, T. 2006. Corporate communications, identity and image: a research agenda. Journal of Brand Management. 14 (1/2), pp. 196-206. https://doi.org/10.1057/palgrave.bm.2550060

The demise of independent wine production in France: a marketing challenge?

Pike, W. and Melewar, T. 2006. The demise of independent wine production in France: a marketing challenge? International Journal of Wine Marketing. 18 (3), pp. 183-203. https://doi.org/10.1108/09547540610704756

Danone branding strategy in China

Melewar, T., Badal, E. and Small, J. 2006. Danone branding strategy in China. Journal of Brand Management. 13 (6), pp. 407-417.

The relationship between corporate websites and brand equity: a conceptual framework and research agenda

Argyriou, E., Kitchen, P. and Melewar, T. 2006. The relationship between corporate websites and brand equity: a conceptual framework and research agenda. International Journal of Market Research. 48 (5), pp. 575-599.

Seven dimensions of corporate identity: a categorisation from the practitioners' perspectives

Melewar, T. and Karaosmanoglu, E. 2006. Seven dimensions of corporate identity: a categorisation from the practitioners' perspectives. European Journal of Marketing. 40 (7/8), pp. 846-869. https://doi.org/10.1108/03090560610670025

The role of communication and visual identity in modern organisations

Melewar, T., Bassett, K. and Simoes, C. 2006. The role of communication and visual identity in modern organisations. Corporate Communications: An International Journal. 11 (2), pp. 138-147. https://doi.org/10.1108/13563280610661679

A relationship marketing perspective in electronic banking: evidence from Greece

Argyriou, E., Melewar, T. and Meadows, M. 2005. A relationship marketing perspective in electronic banking: evidence from Greece. Journal of Euromarketing. 15 (1), pp. 47-73.

Corporate identity: concept, components and contribution

Melewar, T., Karaosmanoglu, E. and Paterson, D. 2005. Corporate identity: concept, components and contribution. Journal of General Management. 31 (1), p. 59.

Corporate visual identity: the re-branding of France Télécom

Melewar, T., Hussey, G. and Srivoravilai, N. 2005. Corporate visual identity: the re-branding of France Télécom. Journal of Brand Management. https://doi.org/10.1057/palgrave.bm.2540233

The role of corporate identity in the higher education sector: a case study

Melewar, T. and Akel, S. 2005. The role of corporate identity in the higher education sector: a case study. Corporate Communications: An International Journal. 10 (1), pp. 41-57. https://doi.org/10.1108/13563280510578196

Corporate reputation and crisis management: the threat and manageability of anti-corporatism

Tucker, L. and Melewar, T. 2005. Corporate reputation and crisis management: the threat and manageability of anti-corporatism. Corporate Reputation Review. https://doi.org/10.1057/palgrave.crr.1540233

The importance of brand power: a review of the European car market

Melewar, T. and Sambrook, L. 2004. The importance of brand power: a review of the European car market. The European Business Journal. 16 (4), pp. 167-177.

International advertising strategy: a review, reassessment and recommendation

Melewar, T. and Vemmervik, C. 2004. International advertising strategy: a review, reassessment and recommendation. Management Decision. 42 (7), pp. 863-881. https://doi.org/10.1108/00251740410550934

The influence of culture on brand building in the Chinese market: a brief insight

Melewar, T., Meadows, M., Zheng, W. and Rickards, R. 2004. The influence of culture on brand building in the Chinese market: a brief insight. Journal of Brand Management. https://doi.org/10.1057/palgrave.bm.2540190

Linking practices reflective of “Asian values” and relationship marketing in the grocery distribution channels in Malaysia

Rosmimah, M. and Melewar, T. 2004. Linking practices reflective of “Asian values” and relationship marketing in the grocery distribution channels in Malaysia. International Journal of Retail & Distribution Management. 32 (1), pp. 33-44. https://doi.org/10.1108/09590550410515533

Global corporate brand building: guidelines and case studies

Melewar, T. and Walker, C. 2003. Global corporate brand building: guidelines and case studies. Journal of Brand Management. https://doi.org/10.1057/palgrave.bm.2540163

Determinants of the corporate identity construct: a review of the literature

Melewar, T. 2003. Determinants of the corporate identity construct: a review of the literature. Journal of Marketing Communications. 9 (4), pp. 195-220. https://doi.org/10.1080/1352726032000119161

The Internet revolution: some global marketing implications

Melewar, T. and Smith, N. 2003. The Internet revolution: some global marketing implications. Marketing Intelligence & Planning. 21 (6), pp. 363-369. https://doi.org/10.1108/02634500310499220

The importance of impulse purchasing behaviour in the international airport environment

Crawford, G. and Melewar, T. 2003. The importance of impulse purchasing behaviour in the international airport environment. Journal of Consumer Behaviour- an International Research Review. 3 (1), pp. 85-98. https://doi.org/10.1002/cb.124

Is the French model of capitalism becoming more like the Anglo-Saxon model?

Melewar, T. and Mott, A. 2003. Is the French model of capitalism becoming more like the Anglo-Saxon model? Journal of General Management. 28 (4), p. 47.

Can Swiss multinational corporations be considered truly global firms?

Melewar, T. and Osborne, L. 2003. Can Swiss multinational corporations be considered truly global firms? The European Business Journal. 15 (1), pp. 24-34.

The human values’ lenses of country of origin images

Balabanis, G., Mueller, R. and Melewar, T. 2002. The human values’ lenses of country of origin images. International Marketing Review. 19 (6), pp. 582-610. https://doi.org/10.1108/02651330210451935

Leveraging corporate identity in the digital age

Melewar, T. and Navalekar, A. 2002. Leveraging corporate identity in the digital age. Marketing Intelligence & Planning. 20 (2), pp. 96-103. https://doi.org/10.1108/02634500210418518

Defining the corporate identity construct

Melewar, T. and Jenkins, E. 2002. Defining the corporate identity construct. Corporate Reputation Review. 5 (1), pp. 76-90. https://doi.org/10.1057/palgrave.crr.1540166

The impact of information technology on global marketing strategies

Melewar, T. and Stead, C. 2002. The impact of information technology on global marketing strategies. Journal of General Management. 27 (4), pp. 29-40.

Industry in transition: corporate identity on hold?

Melewar, T. and Bains, N. 2002. Industry in transition: corporate identity on hold? International Journal of Bank Marketing. 20 (2), pp. 57-66. https://doi.org/10.1108/02652320210419661

The relationship between consumer ethnocentrism and human values

Balabanis, G., Mueller, R. and Melewar, T. 2002. The relationship between consumer ethnocentrism and human values. Journal of Global Marketing. 15 (3-4), pp. 7-37. https://doi.org/10.1300/J042v15n03_02

Business-to-business relationship marketing: an internet and international perspective

Melewar, T., Hunt, C. and Bridgewater, S. 2001. Business-to-business relationship marketing: an internet and international perspective. The Marketing Review. 2 (2), pp. 169-185. https://doi.org/10.1362/1469347012569832

Corporate identity in the service sector

Melewar, T. and Storrie, T. 2001. Corporate identity in the service sector. Public Relations Quarterly. 46 (2).

The complexities of communicating to customers in emerging markets

Fletcher, R. and Melewar, T. 2001. The complexities of communicating to customers in emerging markets. Journal of Communication Management. 6 (1), pp. 9-23. https://doi.org/10.1108/13632540210806900

The dynamics of corporate identity: a review of a process model

Melewar, T. and Wooldridge, A. 2001. The dynamics of corporate identity: a review of a process model. Journal of Communication Management. 5 (4), pp. 327-340. https://doi.org/10.1108/13632540110806866

The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies

Balabanis, G., Diamantopoulos, A., Mueller, R. and Melewar, T. 2001. The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies. Journal of International Business Studies. https://doi.org/10.1057/palgrave.jibs.8490943

The role of corporate identity in merger and acquisition activity

Melewar, T. and Harrold, J. 2000. The role of corporate identity in merger and acquisition activity. Journal of General Management. 26 (2), pp. 17-31.

International advertising strategies of multinational enterprises in the Middle East

Balabanis, G., Turnbull, S. and Melewar, T. 2000. International advertising strategies of multinational enterprises in the Middle East. International Journal of Advertising. 19 (4).

International corporate visual identity: standardization or localization?

Melewar, T. and Saunders, J. 1999. International corporate visual identity: standardization or localization? Journal of International Business Studies. https://doi.org/10.1057/palgrave.jibs.8490084

An integrated model of firms' brand likeability: antecedents and consequences

Nguyen, B., Choudhury, M. and Melewar, T. 2015. An integrated model of firms' brand likeability: antecedents and consequences. Journal of Strategic Marketing. 23 (2), pp. 122-140. https://doi.org/10.1080/0965254X.2014.914071

Supplier-retailer relationships in grocery distribution in Malaysia: indications of dominance, conflict, and cooperation

Roslin, R. and Melewar, T. 2001. Supplier-retailer relationships in grocery distribution in Malaysia: indications of dominance, conflict, and cooperation. Journal of Asia-Pacific Business. 3 (2), pp. 5-36. https://doi.org/10.1300/J098v03n02_02

Measuring visual identity: a multi-construct study

Melewar, T. 2001. Measuring visual identity: a multi-construct study. Corporate Communications: An International Journal. 6 (1), pp. 36-42. https://doi.org/10.1108/13563280110381206

Cause, effect and benefits of a standardised corporate visual identity system of UK companies operating in Malaysia

Melewar, T., Saunders, J. and Balmer, J. 2001. Cause, effect and benefits of a standardised corporate visual identity system of UK companies operating in Malaysia. European Journal of Marketing. 35 (3/4), pp. 414-427. https://doi.org/10.1108/03090560110694772

The saliency of Olins' visual identity structure in relation to UK companies operating in Malaysia

Melewar, T., Saunders, J. and Balmer, J. 2000. The saliency of Olins' visual identity structure in relation to UK companies operating in Malaysia. Corporate Reputation Review. 3 (3), pp. 194-200. https://doi.org/10.1057/palgrave.crr.1540114

Discovering relational bonds in channel relationships: a case study of Malaysia

Roslin, R. and Melewar, T. 2000. Discovering relational bonds in channel relationships: a case study of Malaysia. Journal of Global Marketing. 14 (3), pp. 49-76. https://doi.org/10.1300/J042v14n03_04

Global corporate visual identity systems: using an extended marketing mix

Melewar, T. and Saunders, J. 2000. Global corporate visual identity systems: using an extended marketing mix. European Journal of Marketing. 34 (5/6), pp. 538-550. https://doi.org/10.1108/03090560010321910

Global corporate visual identity system: standardisation, control and benefits

Melewar, T. and Saunders, J. 1998. Global corporate visual identity system: standardisation, control and benefits. International Marketing Review. 15 (4), pp. 291-308. https://doi.org/10.1108/02651339810227560

Value marketing through corporate reputation: an empirical investigation of Thai hospitals

Srivoravilai, N., Melewar, T., Liu, M. and Yannopoulou, N. 2011. Value marketing through corporate reputation: an empirical investigation of Thai hospitals. Journal of Marketing Management. 27 (3-4), pp. 243-268. https://doi.org/10.1080/0267257X.2011.545676

Segmentation and brand positioning for Islamic financial services

Muhamad, R., Melewar, T. and Alwi, S. 2012. Segmentation and brand positioning for Islamic financial services. European Journal of Marketing. 46 (7/8), pp. 900-921. https://doi.org/10.1108/03090561211230061

Consumer attitudes revisited: a review of attitude theory in marketing research

Argyriou, E. and Melewar, T. 2011. Consumer attitudes revisited: a review of attitude theory in marketing research. International Journal of Management Reviews. 13 (4), pp. 431-451. https://doi.org/10.1111/j.1468-2370.2011.00299.x

Global strategy: can late arrivals catch up with established companies? a study of the world television manufacturing industry

Zhu, Y., Lynch, R. and Jin, Z. 2007. Global strategy: can late arrivals catch up with established companies? a study of the world television manufacturing industry. Annual Conference of Academy of Management. Philadelphia, USA 03 - 08 Aug 2007

Playing the game of catching-up: global strategy building in a Chinese company

Zhu, Y., Lynch, R. and Jin, Z. 2011. Playing the game of catching-up: global strategy building in a Chinese company. Asia Pacific Business Review. 17 (4), pp. 511-533. https://doi.org/10.1080/13602380903549781

Risk and uncertainty in innovation activities.

Navare, J. and Jin, Z. 2009. Risk and uncertainty in innovation activities. The XX ISPIM Conference: The Future of Innovation. Vienna, Austria 21 - 24 Jun 2009

Investigating the implications of business and culture on the behaviour of customers of international firms.

Gupta, S., Navare, J. and Melewar, T. 2011. Investigating the implications of business and culture on the behaviour of customers of international firms. Industrial Marketing Management. 40 (1), pp. 65-77. https://doi.org/10.1016/j.indmarman.2010.09.011

Firm ownership and the determinants of success and failure in new product development: an empirical study of manufacturing firms in the Guandong province of china.

Jin, Z. and Li, Z. 2007. Firm ownership and the determinants of success and failure in new product development: an empirical study of manufacturing firms in the Guandong province of china. International Journal of Innovation Management. 11 (4), pp. 539-564.