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Moving towards multisensory embodied experiences in retail brandscapes : an (n)ethnographic case study

Krakers, Daphne (2023) Moving towards multisensory embodied experiences in retail brandscapes : an (n)ethnographic case study.

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Abstract:To compete effectively in the dynamic retail markets, companies increasingly focus on creating a unique customer experience perceived across the customers’ senses. Although multisensory experiences gain increasing traction in academia and practice, there seems to be a lack of literature on studying the interplay between the customers’ multisensory experience and on- and offline touchpoints. Following the the role of the body in shaping a multisensory experience and the application in the retail environment. The purpose of this study is to clarify this omission by premise of intelligent embodiment, we employ qualitative (auto)ethnographic and netnographic techniques in studying the customers' embodied experiences in a retail brandscape, Gymshark. The research provides an integrative and dynamic framework that describes the emergence of a multisensory customer experience in relation to online and offline touchpoints. Overall, the study contributes to the literature on embodied approaches in marketing and consumer research focused on retail brand landscapes by demonstrating the value of a multisensory approach, describing how multisensory embodied experiences occur at different touchpoints on- and offline, and providing granularity in terms of intensity, scope, and landscapes (online vs. offline).
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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