Chapter 9: Co-creation of multi-sensory brand experiences: a manufacturer perspective
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While brands are among the most valuable assets for companies and serve as a basis for competitive advantage, limited research exists on how manufacturers in the luxury car segment interact with their stakeholders in the value co-creation process. A review of the main theories on brand co-creation, value creation, and sensory marketing is used together with a case study of a global car manufacturer in the premium segment to explore the co-creation of multi-sensory experiences within the car's interior. Our findings show that co-creation of these experiences is achieved by employing a brand heritage theme in designing a value proposition. Suppliers contribute with competence, knowledge, and skills in ideating the car's interior, while consumers assist the manufacturer to identify which factors contribute to an outstanding multisensory experience. A framework for understanding the co-creation of multi-sensory brand experiences is proposed reflecting the contribution of stakeholders in this process.

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