SENSORY MARKETING AS A TOOL OF BRAND BUILDING IN THE INTERNATIONAL MARKET
Journal Title: Medzinárodné vzťahy - Year 2017, Vol 15, Issue 4
Abstract
Sensory marketing represents a way for companies how to influence consumers' senses and evoke the emotions they are affecting their buying behaviour and perceptions of the product or brand. The aim of the article is to provide a literature review of sensory marketing from several foreign and domestic authors and to analyze its use in practice through secondary research data. Based on this, in conlusion it highlits its benefits as a brand building tool (not only) on the international market, including ensuring loyalty of standing customers as well as gaining new, successful branding and its positive perception by users.
Authors and Affiliations
Margaréta Nadányiová
Keywords
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