Purpose The purpose of this paper is to develop a comprehensive conceptual framework of visual-tactile interplay and consumer responses in brand, product and servicescape contexts. Design/methodology/approach This paper performs a literature review of visual-tactile interplay by reviewing prior research in marketing and psychology. Findings The review reveals that visual-tactile interplay provokes various consumer responses depending on whether brands, products or servicescapes are used. The paper develops a comprehensive conceptual framework mapping out visual-tactile interplay and the relationship with consumers’ cognition, emotions and behaviors. Research limitations/implications A conceptual model was developed with a novel view on how visual and tactile cues can together influence consumer responses. Practical implications This paper shows how visual-tactile interplay is successful in brand, product and servicescape contexts and provides practical insight for firms into how to provoke consumers’ cognitive, emotional and behavioral responses. Originality/value This paper contributes to existing literature by developing a conceptual framework and model of visual-tactile interplay and consumer responses by drawing on research in marketing and psychology.

Purpose The purpose of this paper is to conceptualise and provide a future research agenda for (in)congruence regarding cues between products, brands and atmospheres. Design/methodology/approach A semi-systematic literature review was conducted. The aim was to assess, critique and synthesise (in)congruence, which was found in the literature to be dispersed and interdisciplinary, and to propose a theoretical framework in the marketing domain. Findings Firstly, the review reveals that sensory and semantic cues are interrelated in products, brands and atmospheres. It illustrates that these cues are the foundation for (in)congruence. Secondly, the findings show various theoretical foundations for (in)congruence. These explain where and how congruence occurs. Lastly, a theoretical framework for (in)congruence and a future research agenda were developed to stimulate further research. Research limitations/implications A theoretical framework was developed to enrich the theoretical knowledge and understanding of (in)congruence in the marketing domain. Practical implications The review reveals that products, brands and atmospheres have spillover effects. Managers are advised to understand the semantic meaning carried by cues to foster various outcomes, to estimate the trade-offs when modifying (in)congruent cues for products, brands and atmospheres. Originality/value The developed theoretical framework advances and deepens the knowledge of (in)congruence in the marketing domain by moving beyond the match and fit between two entities and by revealing the underlying mechanism and its outcomes.

This study examines how components of experiential learning styles influence hedonic and utilitarian values of classrooms in higher education. These values are argued to impact on emotions and learning outcomes. A survey was employed with university students in different universities. Findings show concrete experience has a positive impact on both hedonic and utilitarian values. These findings emphasize that those students that score higher on the concrete experience scale tend to consider classrooms as more important in terms of their utilitarian and hedonic values. These students are suggested to be more influenced by experiential designed classrooms which impact their learning outcomes.

Purpose This paper aims to advance the theoretical knowledge of how manufacturers develop a multisensory value proposition. Design/methodology/approach An exploratory case study with a global automotive manufacturer was conducted. Personal in-depth interviews with key informants within a manufacturer were performed to obtain in-depth knowledge and insights on how the manufacturer plans and designs a value proposition. Findings This paper reveals how a value proposition is created from a sensory marketing perspective, which includes orchestrating the sensory experience, harmonising sensory cues to ensure they provide a consistent experience, thereby providing a memorable experience. Practical implications Understanding how to offer value might assist managers in tailoring a unique experiential value proposition to position the brand. Originality/value This paper proposes a theoretical framework, enriching the understanding of the underlying mechanisms used to create an experiential value proposition. The framework illustrates that harmonising sensory cues based on brand-related stimuli fosters a memorable experience, which enables consumers to (sub)consciously infer value.

Research so far has explored and examined physical and digital servicescapes, but little is known about more abstract settings such as cars. Drawing from research on gamification and service marketing, this chapter explores the brand as game mechanics in a car's servicescape. The chapter uses a qualitative empirical case with a global car manufacturer to further anchor gamification with service marketing literature. The chapter reveals that the manufacturer strategically plans and designs the car's servicescape by employing the brand-related stimuli as game mechanisms in the interior. It also reveals that consumers do not actively participate in creating value in non-game contexts.