THE BRAND AND SENSATION RELATION AS A SPATIAL TRACKING IN SHOPPING MALLS

Purpose When talking about spatial sensation, it is assumed that spatial sensation does not only occur with the sense of sight, but on the contrary, remembering with the sense of scent occurs more and permanently. The aim of this article is to examine the place of the relationship between brand a...

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Autores principales:	Aslıhan Öztürk, Serap Durmuş Öztürk
Formato:	article
Lenguaje:	EN
Publicado:	Konya Technical University Faculty of Architecture and Design 2020
Materias:	Architecture space scent spatial sensation brand. NA1-9428 City planning HT165.5-169.9
Acceso en línea:	https://doaj.org/article/1367b571d67f48baa9aff9ca9206a3e4
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id	oai:doaj.org-article:1367b571d67f48baa9aff9ca9206a3e4
record_format	dspace
spelling	oai:doaj.org-article:1367b571d67f48baa9aff9ca9206a3e42021-11-07T06:21:30ZTHE BRAND AND SENSATION RELATION AS A SPATIAL TRACKING IN SHOPPING MALLS10.15320/ICONARP.2020.1382147-9380https://doaj.org/article/1367b571d67f48baa9aff9ca9206a3e42020-12-01T00:00:00Zhttps://iconarp.ktun.edu.tr/index.php/iconarp/article/view/437https://doaj.org/toc/2147-9380 Purpose When talking about spatial sensation, it is assumed that spatial sensation does not only occur with the sense of sight, but on the contrary, remembering with the sense of scent occurs more and permanently. The aim of this article is to examine the place of the relationship between brand and remembering in memory through sense of scent in the example of Trabzon Forum Shopping Mall spaces and circulation areas. In this context, the aim of the study is to discuss the relationship between space and sensation-perception in terms of architecture and psychology disciplines. Design/Methodology/Approach Visual, auditory, smell and sometimes touch feelings come to the fore in shopping mall spaces. This study is aimed at investigating the predominant effect of the sense of smell. The research method consists of three steps: sniffing, survey and remembering. In the study conducted with a random group of 15 people, ambient odor samples taken from the stores were used. There are verbal questions and a marking section on the shopping mall plans in the survey. Findings According to the research data, all of the participants are of the opinion that the scent contributes to the space and its permanence in memory. However, although the users do their shopping mostly from shopping malls isolated from outdoor conditions, the first store that comes to their mind when asked the question is the store they frequently use. On the other hand, the scents of some stores have the same effect on many users, even if they are not customers of the store. Research Limitations/Implications The research was carried out at a local level and in a shopping mall. It can be done in a wider environment in future studies. Social/Practical Implications Fragrance is an important factor in memory and store scents are important for the customer to visit the store and remember the place. It contributes to the memorability and branding of the place. Originality/Value The spatial experience offered through the senses paves the way for the relationship between space and brand. The sense of smell in spatial memory and branding is predominant than others. Aslıhan ÖztürkSerap Durmuş ÖztürkKonya Technical University Faculty of Architecture and DesignarticleArchitecturespacescentspatial sensationbrand.ArchitectureNA1-9428City planningHT165.5-169.9ENIconarp International Journal of Architecture and Planning, Vol 8, Iss 2 (2020)
institution	DOAJ
collection	DOAJ
language	EN
topic	Architecture space scent spatial sensation brand. Architecture NA1-9428 City planning HT165.5-169.9
spellingShingle	Architecture space scent spatial sensation brand. Architecture NA1-9428 City planning HT165.5-169.9 Aslıhan Öztürk Serap Durmuş Öztürk THE BRAND AND SENSATION RELATION AS A SPATIAL TRACKING IN SHOPPING MALLS
description	Purpose When talking about spatial sensation, it is assumed that spatial sensation does not only occur with the sense of sight, but on the contrary, remembering with the sense of scent occurs more and permanently. The aim of this article is to examine the place of the relationship between brand and remembering in memory through sense of scent in the example of Trabzon Forum Shopping Mall spaces and circulation areas. In this context, the aim of the study is to discuss the relationship between space and sensation-perception in terms of architecture and psychology disciplines. Design/Methodology/Approach Visual, auditory, smell and sometimes touch feelings come to the fore in shopping mall spaces. This study is aimed at investigating the predominant effect of the sense of smell. The research method consists of three steps: sniffing, survey and remembering. In the study conducted with a random group of 15 people, ambient odor samples taken from the stores were used. There are verbal questions and a marking section on the shopping mall plans in the survey. Findings According to the research data, all of the participants are of the opinion that the scent contributes to the space and its permanence in memory. However, although the users do their shopping mostly from shopping malls isolated from outdoor conditions, the first store that comes to their mind when asked the question is the store they frequently use. On the other hand, the scents of some stores have the same effect on many users, even if they are not customers of the store. Research Limitations/Implications The research was carried out at a local level and in a shopping mall. It can be done in a wider environment in future studies. Social/Practical Implications Fragrance is an important factor in memory and store scents are important for the customer to visit the store and remember the place. It contributes to the memorability and branding of the place. Originality/Value The spatial experience offered through the senses paves the way for the relationship between space and brand. The sense of smell in spatial memory and branding is predominant than others.
format	article
author	Aslıhan Öztürk Serap Durmuş Öztürk
author_facet	Aslıhan Öztürk Serap Durmuş Öztürk
author_sort	Aslıhan Öztürk
title	THE BRAND AND SENSATION RELATION AS A SPATIAL TRACKING IN SHOPPING MALLS
title_short	THE BRAND AND SENSATION RELATION AS A SPATIAL TRACKING IN SHOPPING MALLS
title_full	THE BRAND AND SENSATION RELATION AS A SPATIAL TRACKING IN SHOPPING MALLS
title_fullStr	THE BRAND AND SENSATION RELATION AS A SPATIAL TRACKING IN SHOPPING MALLS
title_full_unstemmed	THE BRAND AND SENSATION RELATION AS A SPATIAL TRACKING IN SHOPPING MALLS
title_sort	brand and sensation relation as a spatial tracking in shopping malls
publisher	Konya Technical University Faculty of Architecture and Design
publishDate	2020
url	https://doaj.org/article/1367b571d67f48baa9aff9ca9206a3e4
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THE BRAND AND SENSATION RELATION AS A SPATIAL TRACKING IN SHOPPING MALLS

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