Details
| Original language | English |
|---|---|
| Title of host publication | Finding New Ways to Engage and Satisfy Global Customers |
| Subtitle of host publication | Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC) |
| Publisher | Springer Nature |
| Pages | 887 |
| Number of pages | 1 |
| Publication status | Published - 2 Apr 2019 |
Publication series
| Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
|---|---|
| ISSN (Print) | 2363-6165 |
| ISSN (electronic) | 2363-6173 |
Abstract
The ever-growing number of products with similar qualities in combination with decreasing impacts of conventional marketing techniques has led to increasing difficulties for marketing practitioners to appeal to the consumer effectively. As a consequence, sensory marketing has recently gained growing popularity with respect to the ongoing search for new ways to differentiate products and brands from competitors. Several research results have already provided evidence for the great potential of sensory communication in marketing by investigating the effects of for instance the salience of touch, store scents, and background music on consumer behavior. However, there are still numerous unexplored topics in this broad research field. Therefore, we contribute to this promising stream of research by discussing our results of three recent studies investigating several new aspects of sensory communication in marketing.
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Marketing
- Business, Management and Accounting(all)
- Strategy and Management
Sustainable Development Goals
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Finding New Ways to Engage and Satisfy Global Customers : Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC). Springer Nature, 2019. p. 887 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).
Research output: Chapter in book/report/conference proceeding › Conference contribution › Research › peer review
}
TY - GEN
T1 - Discussing Recent Research on Sensory Communication in Marketing
T2 - An Abstract
AU - Wiedmann, Klaus Peter
AU - Haase, Janina
AU - Bettels, Jannick
PY - 2019/4/2
Y1 - 2019/4/2
N2 - The ever-growing number of products with similar qualities in combination with decreasing impacts of conventional marketing techniques has led to increasing difficulties for marketing practitioners to appeal to the consumer effectively. As a consequence, sensory marketing has recently gained growing popularity with respect to the ongoing search for new ways to differentiate products and brands from competitors. Several research results have already provided evidence for the great potential of sensory communication in marketing by investigating the effects of for instance the salience of touch, store scents, and background music on consumer behavior. However, there are still numerous unexplored topics in this broad research field. Therefore, we contribute to this promising stream of research by discussing our results of three recent studies investigating several new aspects of sensory communication in marketing.
AB - The ever-growing number of products with similar qualities in combination with decreasing impacts of conventional marketing techniques has led to increasing difficulties for marketing practitioners to appeal to the consumer effectively. As a consequence, sensory marketing has recently gained growing popularity with respect to the ongoing search for new ways to differentiate products and brands from competitors. Several research results have already provided evidence for the great potential of sensory communication in marketing by investigating the effects of for instance the salience of touch, store scents, and background music on consumer behavior. However, there are still numerous unexplored topics in this broad research field. Therefore, we contribute to this promising stream of research by discussing our results of three recent studies investigating several new aspects of sensory communication in marketing.
UR - http://www.scopus.com/inward/record.url?scp=85125201112&partnerID=8YFLogxK
U2 - 10.1007/978-3-030-02568-7_249
DO - 10.1007/978-3-030-02568-7_249
M3 - Conference contribution
AN - SCOPUS:85125201112
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 887
BT - Finding New Ways to Engage and Satisfy Global Customers
PB - Springer Nature
ER -