The Touch Sense

Bertil Hultén, Niklas Broweus and Marcus Dijk

Chapter 7 in Sensory Marketing, 2009, pp 134-154 from Palgrave Macmillan

Abstract: Abstract This chapter discusses the importance of physical and psychological interaction between firms and individuals. Sense expressions that focus on a touch experience are described in detail. We also discuss the importance of accessibility and digital technology to interaction with a brand. Finally, the Volvo brand of the U.S. carmaker Ford is presented as an example of the brand as a touch experience.

Keywords: Digital Technology; Department Store; Tactile Input; Airline Ticket; Tactile Receptor (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23704-9_7

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DOI: 10.1057/9780230237049_7

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