Metrika

  • citati u SCIndeksu: [1]
  • citati u CrossRef-u:[1]
  • citati u Google Scholaru:[]
  • posete u poslednjih 30 dana:30
  • preuzimanja u poslednjih 30 dana:19

Sadržaj

članak: 2 od 2  
Back povratak na rezultate
2020, br. 50, str. 183-193
Senzorni marketing - integrisanje ljudskih čula u brend komunikacije
Megatrend Univerzitet, Fakultet za kulturu i medije, Beograd

e-adresaivana.baltezarevic@gmail.com
Ključne reči: Senzorni marketing; ljudska čula; brendovi; potrošači
Sažetak
Pri donošenju odluka u kupovini potrošači se mnogo više oslanjaju na svoje emocije nego na svoj um. Čula ljudima omogućavaju da se povežu sa svetom koji ih okružuje, ali i da u potpunosti dožive brendove i sa njima ostvare emocionalnu povezanost. Oblast marketinga, koja se bavi proučavanjem i upotrebom ljudskih čula u brendiranju poznata je u literaturi kao senzorni marketing. Danas je potrebno potrošačima kroz brendove ponuditi potpuni doživljaj, kroz svih pet ljudskih čula. Jedino se na taj način kompanije mogu izboriti sa konkurencijom na tržištu i precizno odgovoriti na potrebe i želje potrošača. Dosadašnja istraživanja iz oblasti senzornog marketinga pružaju vrlo optimistične rezultate. Međutim, nameće se zaključak, da i pored velikih benefita koje ove metode mogu pružiti marketinškim stručnjacima, neophodno je nastaviti sa istraživanjima kako bi ove metode postale efikasnije i preciznije. Iz tog razloga, glavni cilj ovog rada je skretanje pažnje marketarima na mogućnosti ovih metoda da kreiraju emocionalnu povezanost između potrošača i brendova, da istraži njihov uticaj i ukaže na prednosti ovih metodau odnosu na tradicionalne marketinške metode. Predmet istraživanja rada je identifikovanje i ispitivanje efekata koji senzorni marketing može imati na ponašanje potrošača prema brendovima. Metode istraživanja korišćene u ovom radu su kvalitativna i kvantitativna analiza sadržaja.
Reference
*** (2008) Sound. u: The Columbia Encyclopedia, izvor: http://bit.ly/p0Ksg7 [pristupnjeno: 13.12.2019]
Aaker, D.A. (1996) Building strong brands. New York: Free Press
Achrol, R.S., Kotler, P. (2012) Frontiers of the marketing paradigm in the third millennium. Journal of the Academy of Marketing Science, 40(1): 35-52
Assael, H. (1995) Consumer behavior and marketing action. Ohio: South-Western College Publishing, 5th edn
Auvray, M., Spence, C. (2007) The multisensory perception of flavor. Consciousness and Cognition, 17(3): 1016-1031
Baltezarević, I.Ž., Baltezarević, R.V. (2019) Prikriveno oglašavanje u novim medijima. Baština, br. 48, str. 171-179
Benachenhou, S.M., Guerrich, B., Moussaoui, Z. (2018) The effect of packaging elements on purchase intention: Case study of Algerian customers. Management Science Letters, 8(4): 217-224
Bhatt, A.Y., Rajsthan, U., Bapna, I. (2018) Perception of Youth towards sensory marketing. International Research Journal of Indian Languages, 6(3): 157-160
Boyd, C.V.J. (2011) Touch matters: Exploring the relationship between consumption and tactile interaction. Social Semiotics, 21(4): 531-546
Brakus, J.J., Schmitt, B.H., Zarantonello, L. (2009) Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?. Journal of Marketing, 73(3): 52-68
Bruner, G.C. (1990) Music, mood, and marketing. Journal of Marketing, Vol. 54(4): 94 -103
Célier, P. (2004) Le marketing sensoriel / Sensorial marketing. Mohammedia: ENSET School
Citrin, A.V., Stem, D.E., Spangenberg, E.R., Clark, M.J. (2003) Consumer need for tactile input: An internet retailing challenge. Journal of Business Research, 56(11): 915-922
Costa, M.F., Patricia, Z., Natasha, R., Jessica, A., Maria, G.V. (2012) Sensory marketing: Consumption experience of the Brazilian in the restaurant industry. International Journal of Business Strategy, 12(4): 165-171
Creusen, M.E.H., Schoormans, J.P.L. (2005) The Different Roles of Product Appearance in Consumer Choice. Journal of Product Innovation Management, 22(1): 63-81
Deliza, R., Macfie, H.J.H. (1996) The generation of sensory expectation by external cues and its effect on sensory perception and hedonic ratings: A review. Journal of Sensory Studies, 11(2): 103-128
Ditoiu, M.C., Caruntu, A.L. (2014) Sensory Experiences regarding five-dimensional brand destination. Procedia - Social and Behavioral Sciences, 109(1):301-306
Draelos, Z.D. (2013) To smell or not to smell? That is Question. Journal of Cosmetic Dermatology, 12(1): 1-2
Farias, S.A., Aguiar, E.C., Melo, F.V.S. (2014) Store atmospherics and experiential marketing: A conceptual frame work and research propositions for an extraordinary customer experience. International Business Research, 7(2): 87-99
Gains, N. (2014) Brand essense using sense, symbol and story to design brand identity. London: Kogan Page
Giboreau, A., Body, L. (2012) Marketing sensoriel, une démarche globale pour les produits et les services. Paris: Vuibert, 2nd ed
Herz, R.S., Inzlicht, M. (2002) Sex differences in response to physical and social factors involved in human mate selection: The importance of smell for women. Evolution and Human Behaviour, 23(5): 359-364
Hinestroza, N.B., James, P.T.J. (2014) The effects of sensory marketing on the implementation of fast food marketing campaigns. Journal of Management and Marketing Research, 14(1): 1-11
Horen, F.V., Mussweiler, T. (2014) Soft assurance: Coping with uncertainty through haptic sensations. Journal of Experimental Social Psychology, 54(1): 73-80
Hulten, B., Broweus, N., Dijk, M.V. (2009) Sensory Marketing. London: Palgrave Macmillan
Hulten, B. (2011) Sensory marketing: The multi-sensory brand-experience concept. European Business Review, 23(3): 256-273
Kellaris, J.J., Kent, R.J. (1994) An exploratory investigation of responses elicited by music varying in tempo, tonality and texture. Journal of Consumer Psychology, 2(4): 381-401
Klatzky, R.L., Peck, J. (2012) Please touch: Object properties that invite touch. IEEE Transaction on Haptics, 5(2): 139-147
Kraus, M.W., Huang, C., Keltner, D. (2010) Tactile communication, cooperation, and performance: An ethological study of the NBA. Emotion, 10(5): 745-749
Krishna, A. (2012) An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3): 332-351
Krishna, A., Cian, L., Aydınoğlu, N.Z. (2017) Sensory Aspects of Package Design. Journal of Retailing, 93(1): 43-54
Krishna, A., Schwarz, N. (2014) Sensory marketing, embodiment, and grounded cognition: A review and introduction. Journal of Consumer Psychology, 24(2): 159-168
Lindstorm, M. (2004) Brand sense: Build through touch, taste, smell, sight and soun. New York: Free Press, 1st ed
Lindstrom, M. (2011) Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy. London: Kogan Page Limited
Lindstrom, M. (2015) Broad sensory branding. Journal of Product and Brand Management, 14(2): 84-87
Lindström, M. (2009) Buyology: How everything we believe about why we buy is wrong. New York: Random House Business Books, 1st ed. P.P: 141-165
Lund, C. (2015) Selling through the senses: Sensory appeals in the fashion retail environment. Fashion Practice: The Journal of Design, Creative Process and the fashion industry, 7(1): 9-30
Merz, M.A., He, Y., Vargo, S.L. (2009) The evolving brand logic: A service-dominant logic perspective. Journal of the Academy of Marketing Science, 37: 328-344
Moreira, A.C., Fortes, N., Santiago, R. (2017) Influence of sensory stimuli on brand experience, brand equity and purchase intention. Journal of Business Economics and Management, 18(1): 68-83
Morrin, M., Ratneshwar, S. (2000) The impact of ambient scent on evaluation, attention, and memory for familiar and unfamiliar brands. Journal of Business Research, 49(2): 157-165
Peck, J., Childers, T.L. (2003) Individual differences in haptic information processing: The Need for touch scale. Journal of Consumer Research, 30(3): 430-442
Peck, J., Shu, S.B. (2009) The effect of mere touch on perceived ownership. Journal of Consumer Research, 36(3): 434-447
Pine, J., Gilmore, J. (1998) The experience economy. Boston: Harvard Business School Press
Ratneshwar, S., Mick, D. (2005) Inside consumption. London: Routledge
Rieunier, S. (2002) Le marketing sensoriel du point de vente / Sensorial marketing strategies. Applied Research in Marketing, 17, 40-45
Schifterstein, H.N.J. (2006) The perceived importance of sensory modalities in product usage: A study of self-reports. Acta Psychologica, 121(1): 41-64
Sliburyte, L., Skeryte, I. (2014) What we know about consumers colour perception. Procedia - Social & Behavioral Sciences, 156(1): 468-472
Spangenberg, E., Crowley, A.E., Henderson, P.W. (1996) Improving the store environment: Do olfactory cues affect evaluations and behaviors?. Journal of Marketing, 60(2): 67-80
Spence, C. (2012) Managing sensory expectations concerning products and brands: Capitalizing on the potential of sound and shape symbolism. Journal of Consumer Psychology, 22(1): 37-54
Spence, C., Wang, Q. (2015) Sensory expectations elicited by the sounds of opening the packaging and pouring a beverage. Flavour, 4(1): 1-11
Summers, T.A., Hebert, P.R. (2001) Shedding some light on store atmospherics: Influence of illumination on consumer behavior. Journal of Business Research, 54(2): 145-150
Walgrove, M. (2015) Infographic: What GEN Z Wants from Brands. Preuzeto sa: https://contently.com/strategist/2015/04/02/infographic-what-gen-z-wants-from-brands/. (12.03.2020)
Warren,, Warrenburg (1993) Effects of smell on emotions. Journal of experimental psychology, 113 (4): 394-409
Wiedmann, K.P., Hennigs, N., Klarmann, C., Behrens, S. (2013) Creating Multi-Sensory Experiences in Luxury Marketing. Marketing Review St. Gallen, 30(6): 60-69
Yoon, S.J., Park, J.E. (2012) Do sensory ad appeals influence brand attitude?. Journal of Business Research, 65(11): 1534-1542
Yorkston, E. (2010) Auxillary auditory ambitions: Assessing ancillary and ambient Sounds. u: Aradhna Krishna [ur.] Sensory Marketing: Research on the sensuality of products, New York: Routledge, 157-167
Zarantonello, L., Schmitt, B. (2010) Using the brand experience scale to profile consumers and predict consumer behavior. Brand Management, 17 (7): 532-540
Zurawicki, L. (2010) Neuromarketing: Exploring the brain of the consumer. Berlin: Springer
 

O članku

jezik rada: srpski
vrsta rada: pregledni članak
DOI: 10.5937/bastina30-25613
objavljen u SCIndeksu: 20.05.2020.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0

Povezani članci

Tekstilna industrija (2011)
Istraživanje atributa brenda u modnoj industriji
Urošević Snežana, i dr.

Psihologija (2020)
Konstrukcija i validacija nove mere ličnosti odredišta putovanja
Kovačić Sanja, i dr.

Anali Ekon fak Subotica (2013)
Finansijska vrednost brenda i brend ekviti - perspektiva kompanije i potrošača
Starčević Slađana

prikaži sve [24]