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Power of aroma marketing in branding: Design of available methological approaches

The result's identifiers

  • Result code in IS VaVaI

    <a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12510%2F23%3A43906967" target="_blank" >RIV/60076658:12510/23:43906967 - isvavai.cz</a>

  • Result on the web

    <a href="https://omp.ef.jcu.cz/index.php/EF/catalog/book/88" target="_blank" >https://omp.ef.jcu.cz/index.php/EF/catalog/book/88</a>

  • DOI - Digital Object Identifier

    <a href="http://dx.doi.org/10.32725/978-80-7694-053-6.20" target="_blank" >10.32725/978-80-7694-053-6.20</a>

Alternative languages

  • Result language

    angličtina

  • Original language name

    Power of aroma marketing in branding: Design of available methological approaches

  • Original language description

    Traditional marketing methods are for today&apos;s purposes and influenceare in short supply on the market. The dynamics of changes in the market and the rapid growth of competition means: that on the one hand, there is big pressure on brand sustainability, on the other hand, this situation brings opportunities for implementing innovative approaches in the marketing strategies of the brand. One of the innovations is aroma marketing, one of the directions of sensory marketing. For the application of fragrance in branding, knowledge from a field called neuromarketing is used, which (using neuroscientific tools) provides results about consumer behavior, decision-making, and emotions. For this purpose, a systematic review of the existing literature was carried out, and then the potential of using aroma marketing in branding was described. The records obtained allowed an in-depth insight into how the application of fragrance can contribute to understanding consumers&apos; emotional and decision-making responses to strengthen the brand&apos;s marketing strategy.

  • Czech name

  • Czech description

Classification

  • Type

    D - Article in proceedings

  • CEP classification

  • OECD FORD branch

    50204 - Business and management

Result continuities

  • Project

  • Continuities

    S - Specificky vyzkum na vysokych skolach

Others

  • Publication year

    2023

  • Confidentiality

    S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Data specific for result type

  • Article name in the collection

    Proceedings of the 17th International Scientific Conference:Challenges and Opportunities in the Digital World.

  • ISBN

    978-80-7694-053-6

  • ISSN

    2336-6788

  • e-ISSN

  • Number of pages

    6

  • Pages from-to

    129-134

  • Publisher name

    Jihočeská univerzita v Českých Budějovicích, Ekonomická fakulta

  • Place of publication

    České Budějovice

  • Event location

    České Budějovice

  • Event date

    Nov 2, 2023

  • Type of event by nationality

    WRD - Celosvětová akce

  • UT code for WoS article