<abstract xmlns="http://www.w3.org/1999/xhtml">
<p>The main purpose of this paper is to investigate how the number, perceived intensity, and frequency of sensory involvement in the consumer-brand relationship, impact brand perception. The research was conducted on a sample of 189 respondents from the Republic of Croatia. To test the hypotheses factor and regression analyses were used. The main findings of this research are: a) involvement of multiple senses in the consumer-brand relationship has a positive effect on brand perception; b) the greater the frequency of involving multiple senses in the consumer-brand relationship, the more positive effect it has on brand perception; and c) the higher intensity of sensory involvement in the consumer-brand relationship does not have a significant effect on brand perception. This research contributes to marketing and brand management literature by investigating importance of sensory marketing, more specifically number, perceived intensity, and frequency of sensory involvement on brand perception.</p>
</abstract>

The main purpose of this paper is to investigate how the number, perceived intensity, and frequency of sensory involvement in the consumer-brand relationship, impact brand perception. The research was conducted on a sample of 189 respondents from the Republic of Croatia. To test the hypotheses factor and regression analyses were used. The main findings of this research are: a) involvement of multiple senses in the consumer-brand relationship has a positive effect on brand perception; b) the greater the frequency of involving multiple senses in the consumer-brand relationship, the more positive effect it has on brand perception; and c) the higher intensity of sensory involvement in the consumer-brand relationship does not have a significant effect on brand perception. This research contributes to marketing and brand management literature by investigating importance of sensory marketing, more specifically number, perceived intensity, and frequency of sensory involvement on brand perception.

Exploring the Influence of Sensory Marketing on Brand Perception

Naše gospodarstvo/Our economy

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"Exploring the Influence of Sensory Marketing on Brand Perception"}

The main purpose of this paper is to investigate how the number, perceived intensity, and frequency of sensory involvement in the consumer-brand relationship,...

Exploring the Influence of Sensory Marketing on Brand Perception

Pubblicato online: 04 ott 2023

Pagine: 45 - 55

Ricevuto: 01 set 2023

Accettato: 01 set 2023

DOI: https://doi.org/10.2478/ngoe-2023-0017

Parole chiave
Brand, Sensory marketing, Brand perception

© 2023 Zoran Krupka, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Exploring the Influence of Sensory Marketing on Brand Perception

Pubblicato online: 04 ott 2023

Pagine: 45 - 55

Ricevuto: 01 set 2023

Accettato: 01 set 2023

DOI: https://doi.org/10.2478/ngoe-2023-0017

Parole chiaveBrand, Sensory marketing, Brand perception

© 2023 Zoran Krupka, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Parole chiave
Brand, Sensory marketing, Brand perception