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Towards a theoretical framework on sensorial place brand identity
Linnaeus University, School of Business and Economics, Department of Marketing.ORCID iD: 0000-0002-1540-2657
Manchester Metropolitan Univ, UK.
Middlesex Univ, UK.
Middlesex Univ, UK.
2019 (English)In: Journal of Place Management and Development, ISSN 1753-8335, E-ISSN 1753-8343Article in journal (Refereed) Epub ahead of print
Abstract [en]

Purpose The purpose of this paper is to propose a new framework on sensorial place brand identity. Design/methodology/approach This conceptual paper draws from sensory marketing and brand identity theories to propose an integrative model to develop sensorial place brand identity. Findings By relying on a broad spectrum of the literature, the study supports the notion that sensorial place brand identity is a bottom-up approach to branding that involves several enactment stakeholders and key influences as co-creators in the process of delivering sensory place branding messages based on a strong and unique place brand identity. This leads to the presentation of a provisional framework linking sensorial place identity, experiencescapes and multisensory place brand image. Originality/value This novel approach to place brand identity follows a holistic approach by considering several enactment stakeholders and key influencers as co-creators in the process of branding a place through the senses.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2019.
Keywords [en]
Place brand, City brands, Experiencescapes, Multisensory experiences, Sensory branding
National Category
Economics and Business
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-91804DOI: 10.1108/JPMD-11-2018-0087ISI: 000507127900001OAI: oai:DiVA.org:lnu-91804DiVA, id: diva2:1391342
Available from: 2020-02-04 Created: 2020-02-04 Last updated: 2020-02-04

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