Edited By Engin ÇAKIR and Yusuf KADERLİ
Social sciences are made up of science disciplines that research humanity, society, and the world with a human dimension, and therefore its domain of influence is also serious and wide. Naturally, the social scientist has the power to influence society with his/her research and writing. This book aims to add the contributions of academicians from different disciplines to the social sciences fields they specialize in the academic literature and to give an idea about new researches. The book contains scientific articles on business, economics, public finance, tourism, and international relations.
Transition to Multi-sensory Strategies: Sensory Branding: Zuhal Cilingir Uk and Gamze Kayan
Zuhal Cilingir Uk and Gamze Kayan
Abstract The senses, not only have a vital role in understanding the outside world, but also have a great influence on consumer decisions. Marketers who understand the effect of senses on consumers frequently use sensory branding approach for reasons, such as strengthening their brands, providing competitive advantage, providing consumers with unique brand experience, brand image, satisfaction and awareness. Sensory branding is based on the idea of using the right combination of five senses in establishing an emotional bond between the consumer and the brand. The aim of this chapter is to theoretically explain sensory branding, described by sensory perception and stimuli. In accordance with this aim, sensory branding with system approach is considered as a flow. Firstly, the concept of branding is described and sense expressions, which are the inputs of the process (sight, sound, taste, smell, touch), are explained with examples. Secondly, the process of sensory branding is introduced. Finally, the results of sensory branding process are mentioned.
Keywords: Brand, Sensory Branding, Senses, Process of Sensory Branding, Outcomes of Sensory Branding
Marketing strategies are evolving day by day according to changing consumer preferences. Sensory turn-ons are tried to be found by examining consumer behavior more with sensory marketing. Sensory branding, which may prefer five-dimensional communication rather than two-dimensional communication, removes the shortcomings of traditional branding, helping brands to become permanent in the minds of consumers, to be positioned and to achieve consumer satisfaction. When consumers are affected by sensory stimuli, their relationships with the brand...
You are not authenticated to view the full text of this chapter or article.
This site requires a subscription or purchase to access the full text of books or journals.
Do you have any questions? Contact us.Or login to access all content.