20.500.12556/DKUM-92955-2ec7ed8c-89d4-fbdf-631e-79b32610fd14 Exploring the influence of sensory marketing on brand perception Raziskovanje vpliva senzoričnega trženja na zaznavanje blagovne znamke 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. Glavni namen tega članka je raziskati, kako število, zaznana intenzivnost in pogostost vpletanja čutil v odnos med potrošnikom in blagovno znamko vplivajo na zaznavanje blagovne znamke. Raziskava je bila izvedena na vzorcu 189 anketirancev iz Republike Hrvaške. Za preverjanje hipotez sta bili uporabljeni faktorska in regresijska analiza. Glavne ugotovitve te raziskave so: a) vpletenost več čutov v odnos med potrošnikom in blagovno znamko pozitivno vpliva na zaznavanje blagovne znamke; b) večja kot je pogostost vpletenosti več čutov v odnos med potrošnikom in blagovno znamko, bolj pozitivno vpliva na zaznavanje blagovne znamke; in c) večja intenzivnost vpletenosti čutov v odnos med potrošnikom in blagovno znamko nima pomembnega vpliva na zaznavanje blagovne znamke. Ta raziskava prispeva k literaturi o trženju in upravljanju blagovnih znamk, saj raziskuje pomen čutnega trženja, natančneje števila, zaznane intenzivnosti in pogostosti vpletanja čutov na zaznavanje blagovne znamke. brand sensory marketing brand perception marketing potrošniki blagovne znamke true false true Angleški jezik Slovenski jezik Znanstveno delo 2025-05-28 12:21:43 2025-05-28 12:21:43 2025-06-06 03:06:53 0000-00-00 00:00:00 2023 0 0 str. 45-55 no. 3 Vol. 69 2023 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 2023-10-04 339.138:659.1 195388675 10.2478/ngoe-2023-0017 0547-3101 https://journals.um.si/index.php/oe/article/view/3172 1 8ddc75c2-3bad-11f0-a3df-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=191392 https://journals.um.si/index.php/oe/article/view/3172 1 b31e4aca-4212-11f0-9cf0-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=191813 RAZ_Krupka_Zoran_2023.pdf RAZ_Krupka_Zoran_2023.pdf 1 6CDF7C617EAAEE6C4902913B4E9D0AE9 cc4912e248a45a72ae94eb077389cb2c43fcd7297c66f71ec74c5d62d47838c8 f738a533-3bad-11f0-a3df-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=191393 Ekonomsko-poslovna fakulteta Naše gospodarstvo 0 0 0