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The Impact of Sensory Marketing on the Development of Organisations in the Fashion Industry

Author

Listed:
  • Nicoleta CRISTACHE

    (Dunarea de Jos University of Galati, Romania)

  • Irina Olimpia SUSANU

    (Dunarea de Jos University of Galati, Romania)

  • Andreea Valentina BUSILA

    (Dunarea de Jos University of Galati, Romania)

  • Ciprian MATIS

    (Dunarea de Jos University of Galati, Romania)

  • Oana PRICOPOAIA

    (Dunarea de Jos University of Galati, Romania)

Abstract

Marketing based on stimulating customers' senses is used mainly in luxury brand stores, which often position sensations above the product itself. The atmosphere present at the point of sale has become one of the main attributes for brand choice and loyalty. Sensory marketing techniques go beyond the rational side of processing information coming from the external environment, acting on the buyer's unconscious by generating instinctive reactions. The paper contains a study which aimed to identify the perception and influence of sensory marketing techniques used in Zara textile brand stores on customer behaviour. The study also aimed, by formulating and testing hypotheses, to identify the effects of multi-sensory stimulation methods and the causes that negatively affect their effectiveness.

Suggested Citation

  • Nicoleta CRISTACHE & Irina Olimpia SUSANU & Andreea Valentina BUSILA & Ciprian MATIS & Oana PRICOPOAIA, 2022. "The Impact of Sensory Marketing on the Development of Organisations in the Fashion Industry," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 1, pages 111-122.
    • Handle: RePEc:ddj:fseeai:y:2022:i:1:p:111-122
    DOI: 10.35219/eai15840409253
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    References listed on IDEAS

    as
    1. Iglesias, Oriol & Markovic, Stefan & Rialp, Josep, 2019. "How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy," Journal of Business Research, Elsevier, vol. 96(C), pages 343-354.
    2. Nicoleta Cristache & Marian Nãstase & Radu Petrariu & Margareta Florescu, 2019. "Analysis of Congruency Effects of Corporate Responsibility Code Implementation on Corporate Sustainability in Bio-Economy," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 21(52), pages 536-536, August.
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