Sensory marketing:
the multi-sensory
brand-experience concept
Bertil Hulte
´
n
Kalmar University, Kalmar, Sweden
Abstract
Purpose – The purpose of this paper is to present the multi-sensory brand-experience concept in
relation to the human mind and senses. It also seeks to propose a sensory marketing (SM) model of the
multi-sensory brand-experience hypothesis.
Design/methodology/approach – This paper applies exploratory and explanatory approaches to
investigating the multi-sensory brand-experience concept within the context of discovery. The
qualitative study is built on primary and secondary data sources, including personal interviews with
experts and managers.
Findings – The multi-sensory brand-experience hypothesis suggests that firms should apply sensorial
strategies and three explanatory levels within an SM model. It allows firms through means as sensors,
sensations, and sensory expressions to differentiate and position a brand in the human mind as image.
Research limitations/implications – A theoretical implication is that the multi-sensory
brand-experience hypothesis emphasizes the significance of the human mind and senses in
value-generating processes. Another theoretical implication is that the hypothesis illustrates the
shortcomings of the transaction and relationship marketing models in considering the multi-sensory
brand-experience concept. It is worth conducting additional research on the multi-sensory interplay
between the human senses in value-generating processes.
Practical implications – The findings offer additional insights to managers on the multi-sensory
brand-experience concept. This research opens up opportunities for managers to identify
emotional/psychological linkages in differentiating, distinguishing and positioning a brand as an image
in the human mind.
Originality/value – The main contribution of this research lies in developing the multi-sensory
brand-experience hypothesis within a SM model. It fills a major gap in the marketing literature and
research in stressing the need to rethink conventional marketing models.
Keywords Sensory perception, Brands, Marketing models
Paper type Research paper
Introduction
In the current marketing and management literature, a service logic emphasizes
customers as co-producers of service processes (Eiglier and Langeard, 1976; Gro
¨
nroos,
1982) and creators of value for themselves, according to the value-in-use notion
(Woodruff and Gardial, 1996; Normann, 2001; Vargo and Lusch, 2004). Among
researchers, services are also seen as a form of value creation and not merely as an
activity (Edvardsson et al., 2005). Moreover, a service logic is based on the notion that
customers use all types of resources, including goods and services, as services give them
value and service processes are of an interactive character in supporting
value-generating processes (Gro
¨
nroos and Ravald, 2009).
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/0955-534X.htm
EBR
23,3
256
Received October 2009
Revised December 2009
Accepted March 2010
European Business Review
Vol. 23 No. 3, 2011
pp. 256-273
q Emerald Group Publishing Limited
0955-534X
DOI 10.1108/09555341111130245
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