IDEAS home Printed from https://ideas.repec.org/a/ovi/oviste/vxxy2020i1p712-721.html
   My bibliography  Save this article

Sensory Concept Map of Iași City Brand

Author

Listed:
  • Adriana Manolică

    (“Alexandru Ioan Cuza†University of Iași)

  • Cristina Teodora Roman

    (“Alexandru Ioan Cuza†University of Iași)

  • Roxana-Gabriela Mozolea

    (“Alexandru Ioan Cuza†University of Iași)

Abstract

Developing associations according with a brand can be done also by using Sensory Maps, which is basically a brand concept map showing graphical representation with links based on the five senses. We have conducted our research for the Iasi City brand. We have conducted a research in order to quantify and analyze the associations provided by both students born in Iasi and in other cities in connection with Iasi brand. The main objective is collecting associations determined by the five basic human sense (auditory, visual, olfactory, gustatory and somatic) made by the impulse of the subconscious (top of mind) and by the conscious (rationalized answer). We consider that knowing and using the associations created with a city brand can be useful in order to increase the tourism, the number of students that come studying in it or the activities that can be developed.

Suggested Citation

  • Adriana Manolică & Cristina Teodora Roman & Roxana-Gabriela Mozolea, 2020. "Sensory Concept Map of IaÈ™i City Brand," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 712-721, August.
    • Handle: RePEc:ovi:oviste:v:xx:y:2020:i:1:p:712-721
    as

    Download full text from publisher

    File URL: http://stec.univ-ovidius.ro/html/anale/RO/2020/Section%204/23.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Schnittka, Oliver & Sattler, Henrik & Zenker, Sebastian, 2012. "Advanced brand concept maps: A new approach for evaluating the favorability of brand association networks," International Journal of Research in Marketing, Elsevier, vol. 29(3), pages 265-274.
    2. Agapito, Dora & Valle, Patrícia & Mendes, Julio, 2012. "Sensory Marketing and Tourist Experiences," Spatial and Organizational Dynamics Discussion Papers 2012-5, CIEO-Research Centre for Spatial and Organizational Dynamics, University of Algarve.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Pradeep Kumar Ponnamma Divakaran & Jie Xiong, 2022. "Eliciting brand association networks: A new method using online community data," Post-Print hal-03700393, HAL.
    2. Takumi Kato, 2021. "Brand loyalty explained by concept recall: recognizing the significance of the brand concept compared to features," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(3), pages 185-198, September.
    3. Min Shao & Derong Lin, 2021. "A Study on How the Five Senses Are Affected When Tourists Experience Towns with Forest Characteristics: An Empirical Analysis Based on the Data of Fujian, Guangdong and Sichuan in China," Sustainability, MDPI, vol. 13(15), pages 1-16, July.
    4. Ortegón Cortazar, Leonardo & Royo Vela, Marcelo, 2015. "Brand image and lexicographic analysis: an application to shopping malls," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    5. Isaac Levi Henderson & Mark Avis & Wai Hong Kan Tsui & Thanh Ngo & Andrew Gilbey, 2023. "Compound Brands and the Multi-Creation of Brand Associations: Evidence from Airports and Shopping Malls," Sustainability, MDPI, vol. 15(2), pages 1-21, January.
    6. Gilal Faheem Gul & Memon Amjad Ali & Gilal Naeem Gul & Gilal Rukhsana Gul & Memon Ahsan Ali, 2022. "Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(2), pages 83-102, June.
    7. repec:ris:cieodp:2013_022 is not listed on IDEAS
    8. Christina Esti Susanti & Yustinus Budi Hermanto & Benny Suwito, 2023. "The Effect of Tourist Destination Image (TDI) on Intention to Visit through Tourism Risk Perception (TRP) of COVID-19 in the Tourism Industry in the New Normal Era in Indonesia: Case Study in East Jav," JRFM, MDPI, vol. 16(2), pages 1-17, January.
    9. Stephan Zielke & Deonir Toni & José Afonso Mazzon, 2023. "Cognitive, emotional and inferential paths from price perception to buying intention in an integrated brand price image model," SN Business & Economics, Springer, vol. 3(1), pages 1-25, January.
    10. Andrew Davey & Billy Sung & Luke Butcher, 2024. "Revisiting experiential marketing: a Delphi study," Journal of Brand Management, Palgrave Macmillan, vol. 31(1), pages 16-37, January.
    11. Böger, Daniel & Kottemann, Pascal & Meißner, Martin & Decker, Reinhold, 2017. "A mechanism for aggregating association network data: An application to brand concept maps," Journal of Business Research, Elsevier, vol. 79(C), pages 90-106.
    12. Indrė Baubonytė & Justas Nugaras & Živilė Sederevičiūtė-Pačiauskienė, 2022. "Improvement in Customer Experience Through the Creation of Virtual Brand Communities," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 34(1), pages 93-108.
    13. Vaz, Eric & Campos, Ana Claudia, 2013. "A Multi-Dasymetric Mapping Approach for Tourism," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 1(4), pages 265-277.
    14. Divakaran, Pradeep Kumar Ponnamma & Xiong, Jie, 2022. "Eliciting brand association networks: A new method using online community data," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    15. Gilal Faheem Gul & Memon Amjad Ali & Gilal Naeem Gul & Gilal Rukhsana Gul & Memon Ahsan Ali, 2022. "Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(1), pages 83-102, June.
    16. Niels Wäckerlin & Thomas Hoppe & Martijn Warnier & W. Martin Jong, 2020. "Comparing city image and brand identity in polycentric regions using network analysis," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 16(1), pages 80-96, March.
    17. Anupam Bawa & Anirban Saha, 2016. "Strength of corporate social responsibility as a corporate brand association: general public perspective," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 43(4), pages 313-332, December.
    18. Dirsehan, Taşkın & Kurtuluş, Sema, 2018. "Measuring brand image using a cognitive approach: Representing brands as a network in the Turkish airline industry," Journal of Air Transport Management, Elsevier, vol. 67(C), pages 85-93.
    19. Chatzipanagiotou, Kalliopi & Christodoulides, George & Veloutsou, Cleopatra, 2019. "Managing the consumer-based brand equity process: A cross-cultural perspective," International Business Review, Elsevier, vol. 28(2), pages 328-343.
    20. Anja Plumeyer & Pascal Kottemann & Daniel Böger & Reinhold Decker, 2019. "Measuring brand image: a systematic review, practical guidance, and future research directions," Review of Managerial Science, Springer, vol. 13(2), pages 227-265, April.
    21. Bianca Grohmann & H. Bodur, 2015. "Brand Social Responsibility: Conceptualization, Measurement, and Outcomes," Journal of Business Ethics, Springer, vol. 131(2), pages 375-399, October.

    More about this item

    Keywords

    Brand Concept Map; Sensory Map; subconscious associations; conscious associations;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • R59 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Regional Government Analysis - - - Other
    • Z18 - Other Special Topics - - Cultural Economics - - - Public Policy

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ovi:oviste:v:xx:y:2020:i:1:p:712-721. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Gheorghiu Gabriela (email available below). General contact details of provider: https://edirc.repec.org/data/feoviro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.