| Naslov: | Exploring the influence of sensory marketing on brand perception |
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| Avtorji: | ID Krupka, Zoran (Avtor) |
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| Datoteke: |  https://journals.um.si/index.php/oe/article/view/3172
https://journals.um.si/index.php/oe/article/view/3172
 RAZ_Krupka_Zoran_2023.pdf (348,91 KB)
MD5: 6CDF7C617EAAEE6C4902913B4E9D0AE9
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| Jezik: | Angleški jezik |
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| Vrsta gradiva: | Znanstveno delo |
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| Tipologija: | 1.01 - Izvirni znanstveni članek |
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| Organizacija: | EPF - Ekonomsko-poslovna fakulteta
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| Opis: | 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. |
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| Ključne besede: | brand, sensory marketing, brand perception |
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| Datum objave: | 04.10.2023 |
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| Leto izida: | 2023 |
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| Št. strani: | str. 45-55 |
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| Številčenje: | Vol. 69, no. 3 |
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| PID: | 20.500.12556/DKUM-92955-2ec7ed8c-89d4-fbdf-631e-79b32610fd14  |
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| UDK: | 339.138:659.1 |
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| COBISS.SI-ID: | 195388675 |
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| DOI: | 10.2478/ngoe-2023-0017 |
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| ISSN pri članku: | 0547-3101 |
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| Datum objave v DKUM: | 28.05.2025 |
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| Število ogledov: | 195 |
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| Število prenosov: | 10 |
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| Metapodatki: |    |
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| Področja: | Ostalo
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