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What is Sensory Marketing?

In: Sensory Marketing

Author

Listed:
  • Bertil Hultén
  • Niklas Broweus
  • Marcus Dijk

Abstract

This chapter presents sensory marketing in practice and theory. A sensory marketing framework is discussed and compared with mass and relationship marketing. Five sensorial strategies are suggested that emphasize the human senses as the center of a firm’s sensory marketing. At the end of the chapter the importance of the human senses, the brand, and experience logic in sensory marketing is discussed.

Suggested Citation

  • Bertil Hultén & Niklas Broweus & Marcus Dijk, 2009. "What is Sensory Marketing?," Palgrave Macmillan Books, in: Sensory Marketing, chapter 1, pages 1-23, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23704-9_1
    DOI: 10.1057/9780230237049_1
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    Citations

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    Cited by:

    1. Šliburytė Laimona & Vaitiekė Jurgita, 2019. "Exploring the Effect of Ambient Scent on Consumer Impulsive Buying Behaviour: Theoretical Insights," Management of Organizations: Systematic Research, Sciendo, vol. 81(1), pages 101-118, June.
    2. Heller, Jonas & Chylinski, Mathew & de Ruyter, Ko & Mahr, Dominik & Keeling, Debbie I., 2019. "Touching the Untouchable: Exploring Multi-Sensory Augmented Reality in the Context of Online Retailing," Journal of Retailing, Elsevier, vol. 95(4), pages 219-234.
    3. Ardy Wibowo & Shih-Chih Chen & Uraiporn Wiangin & Yin Ma & Athapol Ruangkanjanases, 2020. "Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience," Sustainability, MDPI, vol. 13(1), pages 1-18, December.
    4. Ha-Won Jang & Soo-Bum Lee, 2019. "Applying Effective Sensory Marketing to Sustainable Coffee Shop Business Management," Sustainability, MDPI, vol. 11(22), pages 1-17, November.
    5. Paramita, Widya & Chan Nhu, Huynh Ba & Ngo, Liem Viet & Minh Tran, Quan Ha & Gregory, Gary, 2021. "Brand experience and consumers' social interactive engagement with brand page: An integrated-marketing perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    6. Untung Rahardja & Tanaporn Hongsuchon & Taqwa Hariguna & Athapol Ruangkanjanases, 2021. "Understanding Impact Sustainable Intention of S-Commerce Activities: The Role of Customer Experiences, Perceived Value, and Mediation of Relationship Quality," Sustainability, MDPI, vol. 13(20), pages 1-20, October.
    7. António C. Moreira & Nuno Fortes & Ramiro Santiago, 2017. "Influence of sensory stimuli on brand experience, brand equity and purchase intention," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 18(1), pages 68-83, January.
    8. Moein Abdolmohamad Sagha & Nader Seyyedamiri & Pantea Foroudi & Morteza Akbari, 2022. "The One Thing You Need to Change Is Emotions: The Effect of Multi-Sensory Marketing on Consumer Behavior," Sustainability, MDPI, vol. 14(4), pages 1-18, February.
    9. Bahoussa Abdelaziz & Imane Sbai, 2020. "Emotion in consumer psychology : Foundations and practices [L'émotion en psychologie du consommateur : Fondements et pratiques]," Post-Print hal-04454015, HAL.
    10. Faseeh Amin Beig & Fayaz Ahmad Nika, 2019. "Brand Experience and Brand Equity," Vision, , vol. 23(4), pages 410-417, December.

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