Sensory Marketing: Antecedents and Future Research Avenues

In the global consumption culture, the human senses are often proposed as useful concepts for rethinking branding in practice and theory. The aim of this paper is to demonstrate the usefulness of a sensory branding framework grounded on sensory stimuli, sensory perceptions and sensory symbolism. Moreover, the role of societal culture in developing global branding sensory strategies is considered. Rsearch findings and conclusions on how brand managers can apply the framework are presented.