Vše

Co hledáte?

Vše
Projekty
Výsledky výzkumu
Subjekty

Rychlé hledání

  • Projekty podpořené TA ČR
  • Významné projekty
  • Projekty s nejvyšší státní podporou
  • Aktuálně běžící projekty

Chytré vyhledávání

  • Takto najdu konkrétní +slovo
  • Takto z výsledků -slovo zcela vynechám
  • “Takto můžu najít celou frázi”

Jane Austen Would Be Surprised: Sense And Sensibility In Contemporary Marketing Practice of Branding

Identifikátory výsledku

  • Kód výsledku v IS VaVaI

    <a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F02819180%3A_____%2F21%3A%230000176" target="_blank" >RIV/02819180:_____/21:#0000176 - isvavai.cz</a>

  • Výsledek na webu

    <a href="https://www.abacademies.org/articles/jane-austen-would-be-surprised-sense-and-sensibility-in-contemporary-marketing-practice-of-branding-12102.html" target="_blank" >https://www.abacademies.org/articles/jane-austen-would-be-surprised-sense-and-sensibility-in-contemporary-marketing-practice-of-branding-12102.html</a>

  • DOI - Digital Object Identifier

Alternativní jazyky

  • Jazyk výsledku

    angličtina

  • Název v původním jazyce

    Jane Austen Would Be Surprised: Sense And Sensibility In Contemporary Marketing Practice of Branding

  • Popis výsledku v původním jazyce

    The aim of the paper is to identify the importance of sensory and emotional marketing in the process of brand value building and management. Existing research gap lies in the unification of these two marketing concepts. However, the research question about the effectiveness of such a unified approach should be set. It is not only the unification of the terminology and theoretical patterns of these concepts but also about the uniformity of managerial models regardless the specifics of the production. It is presumed, that when traditional typology of buying behavior is taken into account, it shouldn´t be applied uniform approach to the issue of sensory resp. emotional marketing involvement into the theory and practice of brand management. This quadratic typology recognizes complex buying behavior, dissonance-reducing buying behavior, variety seeking behavior and habitual buying behavior. In such a concept, sensory marketing would be appropriate for products with low involvement of consumers (variety seeking behavior and habitual buying behavior) while emotional marketing would be appropriate for products with high involvement of consumers (complex buying behavior and dissonance-reducing buying behavior). To fulfill the aim of the research, factor analysis has been chosen as a basic pillar of statistical evaluation of primary data obtained via own questionnaire research provided on the statistically relevant sample of Slovak consumers older than 15 years. This research has been realized electronically in the first quarter of year 2021. It has been found out that our original scientific presumption is correct and therefore it is questioned the traditional theoretical concept, sensory and emotional marketing are connected and recommended for the products, which are typical by low involvement of consumers – i.e. where the concept of behavioral economy dominates the phenomenon of neoclassical Homo Oeconomicus.

  • Název v anglickém jazyce

    Jane Austen Would Be Surprised: Sense And Sensibility In Contemporary Marketing Practice of Branding

  • Popis výsledku anglicky

    The aim of the paper is to identify the importance of sensory and emotional marketing in the process of brand value building and management. Existing research gap lies in the unification of these two marketing concepts. However, the research question about the effectiveness of such a unified approach should be set. It is not only the unification of the terminology and theoretical patterns of these concepts but also about the uniformity of managerial models regardless the specifics of the production. It is presumed, that when traditional typology of buying behavior is taken into account, it shouldn´t be applied uniform approach to the issue of sensory resp. emotional marketing involvement into the theory and practice of brand management. This quadratic typology recognizes complex buying behavior, dissonance-reducing buying behavior, variety seeking behavior and habitual buying behavior. In such a concept, sensory marketing would be appropriate for products with low involvement of consumers (variety seeking behavior and habitual buying behavior) while emotional marketing would be appropriate for products with high involvement of consumers (complex buying behavior and dissonance-reducing buying behavior). To fulfill the aim of the research, factor analysis has been chosen as a basic pillar of statistical evaluation of primary data obtained via own questionnaire research provided on the statistically relevant sample of Slovak consumers older than 15 years. This research has been realized electronically in the first quarter of year 2021. It has been found out that our original scientific presumption is correct and therefore it is questioned the traditional theoretical concept, sensory and emotional marketing are connected and recommended for the products, which are typical by low involvement of consumers – i.e. where the concept of behavioral economy dominates the phenomenon of neoclassical Homo Oeconomicus.

Klasifikace

  • Druh

    J<sub>ost</sub> - Ostatní články v recenzovaných periodicích

  • CEP obor

  • OECD FORD obor

    50204 - Business and management

Návaznosti výsledku

  • Projekt

  • Návaznosti

    N - Vyzkumna aktivita podporovana z neverejnych zdroju

Ostatní

  • Rok uplatnění

    2021

  • Kód důvěrnosti údajů

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

Údaje specifické pro druh výsledku

  • Název periodika

    Journal of Legal, Ethical and Regulatory Issues

  • ISSN

    1544-0036

  • e-ISSN

  • Svazek periodika

    24

  • Číslo periodika v rámci svazku

    1S

  • Stát vydavatele periodika

    US - Spojené státy americké

  • Počet stran výsledku

    12

  • Strana od-do

    1-12

  • Kód UT WoS článku

  • EID výsledku v databázi Scopus