SENSORY MARKETING AS A TOOL OF BRAND BUILDING IN THE INTERNATIONAL MARKET
Journal Title: Medzinárodné vzťahy - Year 2017, Vol 15, Issue 4
Abstract
Sensory marketing represents a way for companies how to influence consumers' senses and evoke the emotions they are affecting their buying behaviour and perceptions of the product or brand. The aim of the article is to provide a literature review of sensory marketing from several foreign and domestic authors and to analyze its use in practice through secondary research data. Based on this, in conlusion it highlits its benefits as a brand building tool (not only) on the international market, including ensuring loyalty of standing customers as well as gaining new, successful branding and its positive perception by users.
Authors and Affiliations
Margaréta Nadányiová
Keywords
Related Articles
- EP ID EP294103
- DOI -
- Views 118
- Downloads 0
ENVIRONMENTAL INNOVATIONS: OPPORTUNITIES FOR THE ECONOMIES
The present paper contributes to better understanding of the essence of eco-innovations and their influence on the countries’ economies. The article explains the key definitions of eco-innovations. The review of successf...
„THE FISH MIGRATE AND SO MUST WE“: THE RELATIONSHIP BETWEEN INTERNATIONAL AND INTERNAL ENVIRONMENTAL MOBILITY IN A SENEGALESE FISHING COMMUNITY
In 2008, the UN designated Saint-Louis “the city most threatened by rising sea levels in the whole of Africa”. The people of Guet Ndar, a densely populated fishing quarter, are coping with environmental challenges on two...
STATE SOVEREIGNTY AND HUMANITARIAN INTERVENTION
The present article addresses the concepts of violation of state sovereignty. It examines whether human rights explicitly adhere to the sphere of internal affairs of states or to the sphere of international inter...
FOREIGN INTERVENTION IN INTERNAL CONFLICTS
The intervention by invitation is still a controversial issue. The pillars of international law are its basic principles, such as the principle of non-interference and the prohibition of the threat and use of force in in...
RIVERS AS HOSTAGES OF ARMED CONFLICTS IN EASTERN EUROPE: THE CASES OF SIVERSKI DONETS, KALMIUS AND DNIESTER RIVERS
Current development of the geopolitical confrontation between particular subjects for their spheres of influence has led to formation of the unrecognized states in Eastern Europe – the targeted region of competitive clas...