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Sensory Branding
Journal: IMPACT : International Journal of Research in Business Management ( IMPACT : IJRBM ) (Vol.5, No. 8)Publication Date: 2017-09-19
Authors : Shimafarhadi; Alirezaeslambolchi; Erfanalhoseynihamedani;
Page : 41-56
Keywords : KEYWORDS: Sensory Branding; Sensory Marketing; Five Senses; Smell; Brand Equity;
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Abstract
ABSTRACT The aim of sensory branding is to use all the five senses at the same time to create a five-dimensional experience for the consumer. The purpose of the study is to examine the effect of sensory marketing on the brand equity from the customers' viewpoint in natural drink industry, the case study of today and tomorrow store of Hamadan, Iran.
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Last modified: 2017-09-19 19:13:09