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Zur Zukunft von haptischer Werbung und Merchandising: Experteninterview mit Steven Baumgaertner

In: Haptische Werbung. Merchandising. Licensing

Author

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  • Michael Kleinjohann

    (ISM International School of Management)

Abstract

Zusammenfassung In Zeiten zunehmender Digitalisierung spielt die Multisensorik von Werbeartikeln eine immer wichtigere Rolle, da sie eine stärkere emotionale Verbindung zwischen Kunden und Marken ermöglicht. Während digitale Kanäle nur visuell und auditiv wirken, schaffen physische Artikel, die Sinne wie insbesondere Haptik, aber auch Akustik, Geschmack oder Duft ansprechen, eine „begreifbare“, nachhaltigere, intensivere und langfristigere Markenwahrnehmung.

Suggested Citation

  • Michael Kleinjohann, 2025. "Zur Zukunft von haptischer Werbung und Merchandising: Experteninterview mit Steven Baumgaertner," Springer Books, in: Haptische Werbung. Merchandising. Licensing, chapter 0, pages 425-435, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-49129-1_14
    DOI: 10.1007/978-3-658-49129-1_14
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