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

Open access

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.

If the inline PDF is not rendering correctly, you can download the PDF file here.

  • Aaker D. A. (2003). Building Strong Brands. Brno: Computer Press.

  • Batra R. Seifert C. & Brei D. (2016). The Psychology of Design. Creating Consumer Appeal. New York: Routledge.

  • Bercik J. Horska E. Wang R. & Chen Y. (2016). The Impact of Parameters of Store Illumination on Food Shopper Response. In Appetite. 101-109.

  • Derval D. (2010). The Right Sensory Mix: Targeting Consumer Product Development Scientifically. USA: Springer Science and Business Media.

  • He H. (2012). Social Identity Perspective on Brand Loyalty. In Journal of Business Research (65) 648-657.

  • Huang K. (2015). A New Era of Sensory Marketing. Global Marketing an Inspur Systems. [Accessed15.03.2018]. Available from Internet: https://www.linkedin.com/topic/sensory-marketing

  • Hulten B. Broweus N. & Van Dijk M. (2009). Sensory Marketing. United Kingdom: Palgrave Macmillan UK. Kardes F. Cronley M. & Cline C. (2010). Consumer Behavior. United Kingdom: Cengage Learning.

  • Keller K. L. (2007). Strategic Brand Management. 1st edition Praha: Grada Publishing.

  • Kotler P. (2011). Marketing Management. 10th edition. Praha: Grada Publishing. Krishna A. (2011). Sensory Marketing. USA: Routledge.

  • Leek S. & Christodoulides G. (2012). A Framework of Brand Value in B2B Markets: The Contributing Role of Functional and Emotional Components. In Industrial Marketing Management. (41) 106-114.

  • Lindstrom M. (2005). Brand Sense: Build Powerful Brands Through Touch Taste Smell Sight and Sound. USA: Kogan Page Publishers.

  • Lindstrom M. (2010). Brand Sense: Sensory Secrets Behind the Stuff We Buy. 1th edition New York: Free Press.

  • Lintelle P. (2014). Sensory Marketing Aspects: Priming Expectations Crossmodal Correspondences and More. Anglicko: Createspace Independet Publishing Platform.

  • Lizbetinova L. (2017). Clusters of Czech Consumers with Focus On Domestic Brands. In 29th International- Business-Information-Management-Association Conference. Conference proceedings 1703-1718.

  • Miletu A. Guisdo G. & Prete M. (2016). Nanomarketing: A New Frontier for Neuromarketing. In Information magazine 664-674.

  • Moravcikova D. (2017). Development of Marketing Communication in the Third Millennium. In Predprinimateľstvo i reformy v Rossii: tezisy dokladov XXIII meždunarodnoj konferencii molodych učonych- ekonomistov. Conference proceedings 183-184.

  • Pereira M. Coelho A. & Bairrada C. (2016). The Impact of Senses on Brand Attitude: Inditex Case Study. In International Journal of Marketing Communications and New Media 67-84.

  • Podhorska I. Siekelova A. & Valaskova K. (2016). Meaning of the Market Value of Company in the Area of Credit Risk Estimation. In The economies of Balkan and Eastern Europe countries in the changing world - EBEEC 2016. Conference proceedings 152-157.

  • Rybanska J. Nagyova L. & Kosiciarova I. (2014). Sensory Marketing: Sensory Perceptions and Emotions as trhe Key Factors Influencing Consumer Behavior and Decision-Making. In Marketing Identity: Explosion of Innovations. Conference proiceedings 198-215.

  • Rybanska J. Nagyova L. & Kubelakova A. (2016). Sensory Marketing Strategy: Use of the Sense of Taste on the Global Market of Food. In 16 th International Scientific Conference Globalization and its socio-economic consquences. Conference proceedings 1912-1918.

  • Salaga J. Bartosova V. & Kicova E. (2015). Economic Value Added as a measurement tool of financial performance. In 4th World Conference on Business Economics and Management (WCBEM) Conference proceedings 219-226.

  • Samresearch (2016). Sensory and Marketing. [Accessed 15.03.2018]. Available from Internet: http://www.samresearch.com/fields-of-experience/download-area/

  • Schmitt B. (2012). The Consumer Psychology of Brands. In Journal of Consumer Psychology (22) 7-17.

  • Singh S. (2006). Impact of Color on Marketing. In Management: Decision (44) 783-789.

  • Soars B. (2009). Driving Sales through Shopperˊs Sense of Sound Sight Smell and Touch. In International Journal of Retail and Distribution Management 286-298.

  • Streicher M. & Estes Z. (2016). Multisensory Interaction in Product Choice: Grasping a Product Affects Choice of OIther Seen Products. In Information magazine 558-565.

  • Villiers M. (2016). Sensory marketing: What is it and which brands are successful? [Accessed 20.03.2018]. Available from Internet: http://themediaonline.co.za/2016/12/sensory-marketing-what-is-it-which-brands-are-successful/

  • Vysekalova J. et al. (2014). Emotions in Marketing. Praha: Grada Publishing.

  • Vysekalova J. et al. (2007). Psychology of Advertising. Praha: Grada Publishing.

  • Wiedmann K. P. Labenz F. Haase J. & Hennigs N. (2018). The Power of Experiential Marketing: Exploring the Causal Relationships among Multisensory Marketing Brand Experience Customer Perceived Value and Brand Strength. In Journal of Brand Management (25) 101-118.

Search
Journal information
Metrics
All Time Past Year Past 30 Days
Abstract Views 0 0 0
Full Text Views 860 614 60
PDF Downloads 654 451 53