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Multisensorial Experience For In-Store Aquisitions

Author

Listed:
  • Alexandra Giuliana ANDRONIC

    (Alexandru Ioan Cuza University of Iasi, Romania)

  • Ioana MOROȘANU

    (Alexandru Ioan Cuza University of Iasi, Romania)

Abstract

Today's consumers are looking for products, communication and marketing campaigns that delight the senses and generate intense emotions. As an overview, each sense can contribute to building a better, stronger and more sustainable brand, that’s why more and more businesses shift their focus from traditional marketing to experiential marketing. The main question of this article is how important is multisensorial experiences for the in-store acquisition of mobile phones in Romania.

Suggested Citation

  • Alexandra Giuliana ANDRONIC & Ioana MOROȘANU, 2020. "Multisensorial Experience For In-Store Aquisitions," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 22, pages 57-65, May.
    • Handle: RePEc:cmj:seapas:y:2020:i:22:p:57-65
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    More about this item

    Keywords

    Experiential marketing; Emotion; Mobile phones; Sales; Multisensorial;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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