The Impact of Sensory Branding on Consumer Behavior

Roxana-Maria NICA, Ioana IANCU


Abstract:

This paper aims at generating an insight on the study of unconventional advertising, meaning those techniques that are diļ¬€erent from classic advertising by atractive images and persuasive messages and by ‘exploring’ the consumers’ minds, experiences and senses. The theoretical basis will generate a review of the main concepts revolving around the phenomenon known as “sensory branding”. The empirical data will be obtained by conducting a series of interviews with specialists in advertising and focus-groups that will target students. Both theoretical and empirical sections will answer to three research questions that will subsequently reveal the importance of sensory experiences in nowadays advertising.

Keywords: brand, sensory branding, senses, consumer behavior, perception

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