Integrated Brand Experience Through Sensory Branding and IMC

Kim, Jai Beom; Koo, Yoori; Chang, Don Ryun

doi:10.1111/j.1948-7169.2009.00024.x

Cited by 23 publications

(26 citation statements)

References 2 publications

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“…Kim et al . () and Clarke et al . () noted that, because consumer decision‐making has shifted from the rational to the emotional and experiential, the consumer now needs an experience that taps into all five senses and satisfies her on a functional and aesthetic level, but also on an emotional and cognitive level.…”

Section: Literaturementioning

confidence: 87%

“…Kim et al . () noted that consumer decision‐making has shifted from the rational to the emotional and experiential. This is especially true for the millennial female consumer.…”

Section: Introductionmentioning

confidence: 99%

“…Research has shown that young consumers who experience positive retail experiences are more likely to reach a purchase decision, have a greater willingness to buy and make a greater number of purchases (Baker et al, 2002). Kim et al (2009) noted that consumer decision-making has shifted from the rational to the emotional and experiential. This is especially true for the millennial female consumer.…”

Section: Introductionmentioning

confidence: 99%

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Fitting room or selling room? Millennial female consumers’ dressing room experiences

Vermaak

Klerk

2016

Int J Consumer Studies

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As retail experiences have become more important to the modern consumer, the store environment has taken on greater significance. The store environment is especially of great significance to the millennial consumer. These consumers tend to spend more time in the fashion retail store, while their expenditure on fashion items increases on a yearly basis. The dressing room must be seen as the clothing retailer's selling room – the place where the retail environment plays an immense role with regard to a consumer's cognitions, emotions and purchasing behaviour. The purpose of this study was to explore and describe young millennial clothing consumers' Functional, aesthetic, emotional and symbolic dressing room experiences. A qualitative research strategy was followed. Two unstructured interviews were held with 15 participants. Participants had to take photos of retailers' dressing rooms before the second interview. A photo‐elicitation technique was employed during the second interview. Findings revealed that participants had specific expectations with regard to the functionality and aesthetics of the dressing room, as well as with regard to the symbolic messages and the emotions that they expected to experience. If the dressing room did not meet their expectations they got disappointed, experienced negative emotions and thoughts and the need to leave the dressing room. The behavioural response of avoidance strongly came to the forth. Findings of this research point to the importance of the dressing room as part of the retail experience and have implications for consumer specialists and retailers.

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Section: Literaturementioning

confidence: 87%

“…Kim et al . () noted that consumer decision‐making has shifted from the rational to the emotional and experiential. This is especially true for the millennial female consumer.…”

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Fitting room or selling room? Millennial female consumers’ dressing room experiences

Vermaak

Klerk

2016

Int J Consumer Studies

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“…al, 2015). By capitalising on the "whole experience" consumers look beyond mere purchase and consumption to the unique and rewarding (Kim, 2009) and in doing so independent fashion retailers create a differentiated experience, which encourages customers to dwell and consume (McGregor, 2013).…”

Section: Fig 1: Porter's Generic Competitive Strategies Modelmentioning

confidence: 99%

Untitled

2018

MEDCOM

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“…In this respect texture, smell, audition, vision and taste are the five pillars of sensory product/service design. Kim et al (2009) claim that the core value/identity of a brand can reach customers through the five senses. Advocates of experiential marketing (Pine and Gilmore, 1998) also suggest that all five senses should be taken into account while designing an experience.…”

Section: Introductionmentioning

confidence: 99%

The Anatomy of a Multi-Sensory Design Course: Happy Sound Object

et al. 2017

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Abstract:Product experience encompasses all five sensory modalities through which information is received (Shifferstein and Desmet, 2008) therefore designing taking into account all the five senses is important. Besides, advances in technology make it easier to accomplish designing for five senses in many industries. On the other hand, particularly in the early years of undergraduate level industrial design education, sense of vision is often emphasized more compared to the other four senses. In order to underline the importance of the remaining senses, a unique studio course has been designed at Istanbul Medipol University, aiming second year industrial design students. In this particular studio course, in addition to their regular sketchbooks, students are expected to keep a dairy of sound, tactile, smell and taste. The course is designed in four modules and this paper elaborates on the details of Module I that focuses on the sense of hearing. Module I is interdisciplinary in the sense that a psychologist and a music composer/virtuoso have been invited to contribute to the classes so that designs can be treated at the visceral, behavioural and reflective levels (Norman, 2004) more profoundly. This paper aims to share the outcomes related to the 15 projects carried out during the course such that the advantages and the disadvantages of a multi-sensory design studio set up are revealed.

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Integrated Brand Experience Through Sensory Branding and IMC

Cited by 23 publications

References 2 publications

Fitting room or selling room? Millennial female consumers’ dressing room experiences

Fitting room or selling room? Millennial female consumers’ dressing room experiences

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The Anatomy of a Multi-Sensory Design Course: Happy Sound Object

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