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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
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    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)

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    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

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