Weinberger, R: Cultural Differences in Sensory Brands

The emergence of sensory branding enables brands to accomplish a lasting brand-consumer bond by dipping into past experiences and by creating a memorable position in the mind of consumers. However, since brands are spreading across nations and cultures, one of the questions that needs to be elaborated in the context of sensory brands is: how do people from other cultures, respectivly, perceive these sensory cues and which meanings do they have for them? This work dwells on this issue by studying consumers\' perception and meanings attached to the sensory cues of one sensory brand in two different cultural environments: Taiwan and Germany. The present study highlights, amongst other findings, differences concerning the desired application of multi-sensory appeals, the intensity-perception of olfactory cues and the usage of colours. Implications for sensory brands are derived based on these findings. This book is aimed particularly at practitioners and decision makers planning on establishing successful brands in these cultural environments. Beyond that, this work allows getting necessary insights into the sensory perceptions across cultures.