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portada Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing
Type
Physical Book
Publisher
Author
Language
English
Pages
324
Format
Hardcover
Dimensions
27.9x21.6x1.9 cm
Weight
1.04 kg.
ISBN13
9781668458976
Categories

Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing

Gupta, Monika ; Jindal, Priya ; Bansal, Shubhi (Author) · IGI Global · Hardcover

Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing - Gupta, Monika ; Jindal, Priya ; Bansal, Shubhi

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Synopsis "Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing"

Emotional impulses heavily influence the behavior of customers. Sensory marketing establishes an emotional connection between the company and the customers, thus yielding a positive response towards the brand. It has a strong influence not only on the perceptions but also on the choices of the customers. It assists the organizations in delivering a unique multisensory experience and capitalizes on new marketing opportunities. Therefore, businesses should carefully formulate sensory marketing strategies revolving around the details of offered product mix, prospective modes of communication, as well as point-of-sale actions. Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing provides strategies for approaching customers through their senses to better formulate effective sensory tactics. It strengthens the research in communicating brand image, enhancing brand recognition, generating brand loyalty, and increasing brand appeal through sensory marketing. Covering topics such as customer engagement, brand experience, and service quality, this premier reference source is an indispensable resource for business leaders and executives, marketing professionals, brand specialists, students and faculty of higher education, librarians, researchers, and academicians.

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The binding of this edition is Hardcover.

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