This study asserts that conceptualizing sensory brand experience (SBE) as an independent construct is critical to expanding our understanding of experiences provided by brands. To achieve this goal, a rigorous examination of its foundational knowledge structure underpinning the construct is urgently required. Using co-citation analysis examining 151 SBE-related articles with 4038 citations over more than two decades (1994–2019), six knowledge fields deemed to have constitutive influence on SBE literature have been identified: atmospherics, product evaluation, sensory marketing, service marketing, experiential marketing and brand experience. Combining the results of a hierarchical cluster analysis and a metric multidimensional scaling analysis, the authors located three fundamental premises: (1) brand settings are arbiters of brand meaning; (2) the intrinsic processing of SBE involves the entrainment of exteroceptive and interoceptive processes; and (3) SBE outcomes are non-representational. At the end of the paper, these findings are organized into an integrative framework, highlighting research concerns and research gaps at the antecedent, processing and outcome stages. In doing so, this paper contributes to the conceptual development of SBE by constructing a doctrinal schema for future research undertakings.

中文翻译：

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理解感官品牌体验：为未来研究构建一个综合框架

本研究断言，将感官品牌体验 (SBE) 概念化为一个独立的结构对于扩大我们对品牌提供的体验的理解至关重要。为了实现这一目标，迫切需要对其支撑该结构的基础知识结构进行严格检查。使用共被引分析检查 151 篇与 SBE 相关的文章，在 20 多年（1994-2019 年）中被引用 4038 次，确定了被认为对 SBE 文献具有构成影响的六个知识领域：大气、产品评估、感官营销、服务营销，体验式营销和品牌体验。结合层次聚类分析和度量多维尺度分析的结果，作者找到了三个基本前提：（1）品牌设置是品牌意义的仲裁者；(2) SBE的内在加工涉及外感受和内感受过程的夹带；(3) SBE 结果不具代表性。在论文的最后，这些发现被组织成一个综合框架，突出了前期、处理和结果阶段的研究关注点和研究差距。在这样做的过程中，本文通过为未来的研究工作构建一个理论架构，为 SBE 的概念发展做出了贡献。