Towards a theoretical framework on sensorial place brand identity
Journal of Place Management and Development
ISSN: 1753-8335
Article publication date: 15 January 2020
Issue publication date: 16 June 2020
Abstract
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.
Keywords
Citation
Rodrigues, C., Skinner, H., Dennis, C. and Melewar, T.C. (2020), "Towards a theoretical framework on sensorial place brand identity", Journal of Place Management and Development, Vol. 13 No. 3, pp. 273-295. https://doi.org/10.1108/JPMD-11-2018-0087
Publisher
:Emerald Publishing Limited
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