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
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. |
Publisher | Emerald Publishing Limited |
Journal | Qualitative Market Research: An International Journal |
ISSN | 1352-2752 |
Publication dates | |
Online | 31 Jan 2022 |
29 Mar 2022 | |
Publication process dates | |
Deposited | 06 Jan 2022 |
Submitted | 03 Apr 2021 |
Accepted | 22 Nov 2021 |
Output status | Published |
Accepted author manuscript | |
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 |
https://repository.mdx.ac.uk/item/899x2
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