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Sensory Marketing from the Perspective of a Support Tool for Building Brand Value

Author

Listed:
  • Nadanyiova Margareta

    (University of Zilina, Faculty of Operation and Economics of Transport and Communications, Zilina, Slovak Republic)

  • Kliestikova Jana

    (University of Zilina, Faculty of Operation and Economics of Transport and Communications, Zilina, Slovak Republic)

  • Kolencik Juraj

    (University of Zilina, Faculty of Operation and Economics of Transport and Communications, Zilina, Slovak Republic)

Abstract

A brand is one way to distinguish products from each other, while simplifying consumers’ decisions in choosing an appropriate product. Brand building is not just about design but also strategy, which is even more important in the process. The result of brand building is the potential to represent a certain value for the company. However, sustaining and improving a brand’s position in the market is not a simple process in the current competitive environment. Therefore, there is scope for application of new marketing strategies such as sensory marketing. Sensory marketing represents a way for companies to influence consumers’ senses (sight, hearing, smell, touch, taste) and evoke the emotions affecting their buying behaviour and perceptions of the product or brand. The aim of the article is to provide a literature review on the issue from several foreign and domestic authors. It discusses the essence of a brand, brand value, sensory marketing and also analyses its use as a support tool for building brand value in practice through secondary research data. Based on this, in conclusion, the authors highlight the benefits of using sensory marketing for building brand value, including ensuring loyalty of standing customers as well as gaining new ones, building a successful brand and positive perception of the brand and product by users.

Suggested Citation

  • Nadanyiova Margareta & Kliestikova Jana & Kolencik Juraj, 2018. "Sensory Marketing from the Perspective of a Support Tool for Building Brand Value," Economics and Culture, Sciendo, vol. 15(1), pages 96-104, June.
    • Handle: RePEc:vrs:ecocul:v:15:y:2018:i:1:p:96-104:n:11
    DOI: 10.2478/jec-2018-0011
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    References listed on IDEAS

    as
    1. Diana Derval, 2010. "The Right Sensory Mix," Springer Books, Springer, number 978-3-642-12093-0, December.
    2. Diana Derval, 2010. "The Right Sensory Mix," Springer Books, in: The Right Sensory Mix, chapter 0, pages 77-101, Springer.
    3. Klaus-Peter Wiedmann & Franziska Labenz & Janina Haase & Nadine Hennigs, 2018. "The power of experiential marketing: exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength," Journal of Brand Management, Palgrave Macmillan, vol. 25(2), pages 101-118, March.
    4. He, Hongwei & Li, Yan & Harris, Lloyd, 2012. "Social identity perspective on brand loyalty," Journal of Business Research, Elsevier, vol. 65(5), pages 648-657.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    sensory marketing; brand value; consumer; emotions; buying behaviour;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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