| Abstract: | As markets all over the world are becoming more and more surplus-markets, competition is gradually taking new forms. At the same time as markets are overloaded with products and alienation is growing, companies that produce feelings that tries to give meaning not only on the level as a marketing concept, is growing. Introducing the concept aura in marketing, this article explores the process how values becomes tangible in the mind of the customer. Aura is defined as a cover that is related to the feeling-experiences of beauty, exclusiveness, unique and authenticity that a product, service or a brand creates. Aura-production describes the building-process how aura is produced and factors that influence the outcome of the aura. |
