Purpose – The purpose of this research paper is to reveal data that have emerged from an extensive study into the relationship between the five senses and brands. Design/methodology/approach – Research was conducted by the global market research agency, Millward Brown. A team of 60 researchers undertook a quantitative and qualitative study in 13 countries over an 18‐month period. The study set out to determine the role senses play in how one selects brands. Findings – Results revealed that 99 percent of all brand communication currently focuses on only two of the senses – sight and sound. Emotional connections are effectively made with a synergy of all five senses, and as such those brands that are communicating from a multi‐sensory brand platform have the greatest likelihood of forming emotional connections between consumers and their product. Originality/value – The paper uses case studies from global brands to illustrate the effectiveness of messages that incorporate as many senses as possible.
Journal of Product & Brand Management – Emerald Publishing
Published: Mar 1, 2005
Keywords: Brands; Sensory perception; Case studies
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera