... with more established brands. Originality/value This research proposes the novel concept of “story diagnosticity” and conceptualizes the impact of high- and low-scope cues on diagnosticity. It also contributes to the storytelling and sensory marketing literature streams by examining how story...

... Publishing Limited Licensed re-use rights only Advertising Audio branding Sensory marketing Sonic logos Music Sonic logos are short musical note sequences that are part of brand’s identity system, and thus used over a long period of time. Intel and AT&T have used sonic logos...

... 19 01 2020 04 03 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Purchase intention Dual coding theory Sensory marketing Olfactory imagery vividness Scent Brand names The personal care products market, including haircare...

... on consumer behavior as they might trigger associations in the human mind that influence decision-making. For example, it has been demonstrated that lighting in a restaurant can create ambience, which influences consumers’ food choices (Biswas et al., 2017). So far sensory marketing research has...

... Audio branding Pitch Sensory marketing Spokesperson’s voice Voices are commonly used in a wide variety of marketing messages. In fact, evidence from psychology suggests that a speaker’s voice can be a powerful persuasion tool that conveys rich emotions and imagery (Mehrabian and Wiener, 1967...