Sensory Concept Map of Iași City Brand

Adriana Manolică (), Cristina Teodora Roman () and Roxana-Gabriela Mozolea ()
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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

Ovidius University Annals, Economic Sciences Series, 2020, vol. XX, issue 1, 712-721

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.

Keywords: Brand Concept Map; Sensory Map; subconscious associations; conscious associations (search for similar items in EconPapers)
JEL-codes: M30 R59 Z18 (search for similar items in EconPapers)
Date: 2020
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