"Just taste this - what do you think?"
Authors: Quest, J. and Eccles, S.
Conference: AMA 12th Global Brand Conference: Sensory Branding
Dates: 26-28 April 2017
ISSN: 0148-2963
https://eprints.bournemouth.ac.uk/29315/
Source: Manual
"Just taste this - what do you think?".
Authors: Quest, J. and Eccles, S.
Conference: AMA 12th Global Brand Conference: Sensory Branding
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.
https://eprints.bournemouth.ac.uk/29315/
https://lnu.se/en/research/conferences/previous-conferences/global-brand-conference-2017/
Source: BURO EPrints