- Tytuł:
- Sensory branding and marketing in stimulating the relation between the buyer and the brand
- Autorzy:
-
Wala, Agnieszka
Czyrka, Krzysztof
Frąś, Józef - Powiązania:
- https://bibliotekanauki.pl/articles/393129.pdf
- Data publikacji:
- 2019
- Wydawca:
- Politechnika Śląska. Wydawnictwo Politechniki Śląskiej
- Tematy:
-
sensory marketing
sensual brand
emotions
purchasing behaviour
neuromarketing
marketing sensoryczny
marka sensualna
emocje
zachowania zakupowe - Opis:
- Classical marketing is becoming less effective. Senses and emotions, as well as a buying mood, the atmosphere of the place, where the decision to purchase is made by a buyer have key importance in stimulating both the creation of shopping behaviours and the consumer – brand relationship. The use of sensory (sensual) branding is a departure from the 2D brands, communicating through sight and hearing, towards the 5D brands, which affect the five different human senses. Sensory marketing and branding enable building a relationship with the brand, keeping the brand awareness alive, increasing sales, and exceeding the competition to a higher extent. New technologies create and strengthen the space of the buyer's experiences with the brand. The neuromarketing research shows that emotions play a significant role when making the purchasing decisions.
- Źródło:
-
Organizacja i Zarządzanie : kwartalnik naukowy; 2019, 1; 109-120
1899-6116 - Pojawia się w:
- Organizacja i Zarządzanie : kwartalnik naukowy
- Dostawca treści:
- Biblioteka Nauki
Artykuł