The impact of sensory marketing on store image perceptions, brand choice, and customer engagement in fashion retailing environment

Η επίδραση του αισθητηριακού μάρκετινγκ στις αντιλήψεις για την εικόνα του καταστήματος, την επιλογή επωνυμίας και τη δέσμευση των πελατών στο περιβάλλον λιανικής πώλησης μόδας (Ελληνική)

  1. MSc thesis
  3. Διοίκηση Επιχειρήσεων (MBA)
  4. 26 Σεπτεμβρίου 2023
  5. Αγγλικά
  6. 70
  8. αισθήσεις, sensory marketing, sensorial strategies, fashion retail environment
  9. MBA61
  10. 1
  11. 16
    • Most fashion brand retailers use marketing that appeals to buyers' senses, elevating sensations over the fashion brands. One of the critical factors influencing brand choice and loyalty is the environment at the point of sale. Sensory marketing tactics act on the buyer's unconscious by eliciting intuitive responses, going beyond the intellectual side of processing information from the external environment (e.g., Cristache et al., 2022). The literature on sensory marketing suggests five areas where sensory stimuli are created, and customers might be affected. Visual (Sight), Atmospheric (Smell), Auditory (Hearing), Tactile (Touch), and Gustative are the five senses that make them up (Taste). The sensory components influence grounded cognition and produce sensory expressions (e.g., Dissabandara & Dissanayake, 2019). Based on self-determination theory, the dissertation's research aim is to examine how sensory marketing strategies are perceived and how they impact brand preference, customer engagement, and shop perceptions. It will allow us to assess the personal 'self' factors of fashion consumers' enriching experiences in a fashion store in Greece. Considering the work of Duong et al. (2022), our research intention is to deepen our understanding of whether increasing the number of sensory modalities being stimulated impacts consumers' in-store emotional responses (i.e., in-store enjoyment and arousal). We will measure customers' perceptions and emotional responses to different sensory modalities stimulation conditions based on a structured questionnaire.

  12. Hellenic Open University
  13. Αναφορά Δημιουργού-Μη Εμπορική Χρήση 4.0 Διεθνές