Change search
ReferencesLink to record
Permanent link

Direct link
A Multi-Sensory Brand-Experience: Sensorial interplay and its impact on consumers' touch behaviour
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The purpose of this thesis is to explore to what extent different styling elements can be used within a retail store and how sensorial cues can affect customers buying behaviour by creating a multi-sensory brand-experience. Further, this project aims at contributing to the development of new knowledge regarding a multi-sensory brand-experience through the performance of an experiment.

A quantitative research method with a deductive research approach has been used for this study, where theoretical concepts have been described and from which a number of hypotheses have derived as means to test the theoretical framework. In order to test our hypotheses, a research strategy in the form of experiments has been performed in the computer department at Media Markt, Kalmar. General assumptions have then been drawn from the analysis of the results in order to provide sound recommendations for marketers regarding sensory marketing in general and foremost the multi-sensory brand-experience.  

The result of our study shows that it is beneficial for marketers to use styling elements and sensorial cues as means to connect with customers and enhance their emotional response. The study also shows that a combination of the sensorial cues of sight and sound together contributes to an experience that is positive and memorable for the customers. Additionally, the results of this study shows that a combination of these sensory cues leads to a change in customers behaviour and create approach behaviour through awareness of products that otherwise could be missed.

Place, publisher, year, edition, pages
2011. , 85 p.
Keyword [en]
sensory marketing, consumer behaviour, servicescape, human senses, multi-sensory brand-experience, sensory cues, styling elements
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-12153OAI: oai:DiVA.org:lnu-12153DiVA: diva2:420903
Subject / course
Business Administration - Marketing
Educational program
Growth Though Innovation and International Marketing, Master Programme, 180 credits
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-06-09 Created: 2011-06-07 Last updated: 2011-06-09Bibliographically approved

Open Access in DiVA

fulltext(2779 kB)7379 downloads
File information
File name FULLTEXT01.pdfFile size 2779 kBChecksum SHA-512
1611a9a6e6a20c16f0670225a53c632a3b68dceb17ce7b711dc2028235a36b6bd4c858e7d2e1ea8d0e94f41e0ae6b12bdd88bb592a45b7702467e443c7653bc3
Type fulltextMimetype application/pdf

By organisation
Linnaeus School of Business and Economics
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 7379 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 1489 hits
ReferencesLink to record
Permanent link

Direct link