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Sensory branding : the influence of multisensory marketing strategies upon consumer behavior

by Love, Brian E.

Abstract

The modern age of commerce features extensive corporate competition and innovative marketing strategies. It has increasingly become necessary for brands to utilize multisensory marketing and branding strategies that create and maintain strong sensory connections with consumers. This study addresses how multisensory marketing techniques influence the consumer mindset and behavioral responses to sensory stimuli. The investigation includes an in depth summary of the existing theoretical foundations of multisensory marketing and established literature on the subject of sensory branding strategy and design. The exploration answers a fundamental question: do sensory branding techniques and environmental stimuli have a measurable effect upon the consumer? Additionally, the text discusses the problem: how can sensory branding strategies be designed and utilized to effectively and positively influence consumer behavior?

Note
Administrative Notes

None

Copyright
Copyright restrictions apply.
Publisher
Colorado College
PID
coccc:8275
Digital Origin
reformatted digital
Extent
80 pages : illustrations (some color)