"Just taste this - what do you think?".

Quest, J. and Eccles, S., 2017. "Just taste this - what do you think?". In: AMA 12th Global Brand Conference: Sensory Branding, 26 - 28 April 2017, Linnaeus University School of Business and Economics, Kalmar, Sweden. (Unpublished)

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Abstract

This paper explores how the sensory attributes of local food brands contribute to brand meaning. It is part of a wider study exploring the tangibility of brand meaning of local food brands. Through the development of a conceptual framework derived from Hirschman’s ‘layers of meaning’ (1980; 1998), research was conducted with consumers living in Dorset, UK. This study has a specific sensory focus, revealing that taste was the most dominant sense, with consumers going to some length to describe their tasting experiences. Taste may operate in a direct sensory capacity (afferent) and connect with other senses and associations in a multi-sensory (efferent) capacity. Consumers accept the notion of sensual incongruence.

Item Type:Conference or Workshop Item (Paper)
Uncontrolled Keywords:Brand Meaning; Local Food Brands; Sensorial Brand Attributes
Group:Faculty of Media & Communication
ID Code:29315
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:13 Jun 2017 09:31
Last Modified:13 Jun 2017 09:31

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