Please use this identifier to cite or link to this item:
Author: Αλεξιάδου, Χρυσή
Alexiadou, Chrysi
Title: Sensory marketing and branding: exploring the power of the senses: a review.
Date Issued: 2013
Department: Διατμηματικό Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων
Supervisor: Ανδρονικίδης, Ανδρέας
Andronikidis, Andreas
Abstract: The marketplace of today has undergone a significant change, where from selling and promoting products and services market has gone to selling and enticing consumers through experiences. Consumers are spending more time making decisions about what to consume and the number of products to choose from, has increased tremendously, making it harder and more-time consuming to decide what products to buy. The human senses have been identified as important factors in consumer behavior, where they have been acknowledged as powerful cues influencing our emotions, perception and purchase behavior. The main purpose of this review is to explore the potential of sensory marketing and its effects on consumers and branding. Furthermore, to highlight the power of human senses and how they are stimulated by marketing aspects and using real and successful examples, to provide deeper insights in sensory marketing and brand. In order to meet the purpose of the current review, the author employed a qualitative content analysis methodology. The review unfolded first by searching top-ranking journals in the area of marketing, and second by searching sciences books for successful examples of sensory marketing practices. The significance of the human senses, relating to seeing, hearing, smelling, touching and tasting was justified through a critical review of literature and the incorporation of several applications. In building the argument, given that individuals perceive and experience goods and services as brands, image contribute to brands’ success and competitive power by providing the opportunity to create and deliver meaningful, powerful, and memorable experiences.
Keywords: Sensory marketing
Sensory branding
Consumer behavior
Consumer psychology
Human senses
Retail atmospherics
Brand experience
Multi-sensory branding
Brand equity
Information: Διπλωματική εργασία--Πανεπιστήμιο Μακεδονίας, Θεσσαλονίκη, 2013.
Appears in Collections:ΔΠΜΣ Διοίκηση Επιχειρήσεων (M)

Files in This Item:
File Description SizeFormat 
AlexiadouChrysiMsc2013.pdf1.85 MBAdobe PDFView/Open

Items in Psepheda are protected by copyright, with all rights reserved, unless otherwise indicated.