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.

中文翻译：

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协调体验价值主张：斯堪的纳维亚汽车制造商的案例

目的

本文旨在推进制造商如何开发多感官价值主张的理论知识。

设计/方法/方法

与一家全球汽车制造商进行了探索性案例研究。对制造商内的关键线人进行了个人深入访谈，以获得有关制造商如何规划和设计价值主张的深入知识和见解。

发现

本文揭示了如何从感官营销的角度创建价值主张，包括协调感官体验、协调感官线索以确保它们提供一致的体验，从而提供令人难忘的体验。

实际影响

了解如何提供价值可能有助于管理者定制独特的体验价值主张来定位品牌。

原创性/价值

本文提出了一个理论框架，丰富了对用于创建体验价值主张的潜在机制的理解。该框架表明，协调基于品牌相关刺激的感官线索可以培养令人难忘的体验，使消费者能够（下）有意识地推断价值。