Power of aroma marketing in branding: Design of available methological approaches
Identifikátory výsledku
Kód výsledku v 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>
Výsledek na webu
<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>
Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
Power of aroma marketing in branding: Design of available methological approaches
Popis výsledku v původním jazyce
Traditional marketing methods are for today'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' emotional and decision-making responses to strengthen the brand's marketing strategy.
Název v anglickém jazyce
Power of aroma marketing in branding: Design of available methological approaches
Popis výsledku anglicky
Traditional marketing methods are for today'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' emotional and decision-making responses to strengthen the brand's marketing strategy.
Klasifikace
Druh
D - Stať ve sborníku
CEP obor
—
OECD FORD obor
50204 - Business and management
Návaznosti výsledku
Projekt
—
Návaznosti
S - Specificky vyzkum na vysokych skolach
Ostatní
Rok uplatnění
2023
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název statě ve sborníku
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
—
Počet stran výsledku
6
Strana od-do
129-134
Název nakladatele
Jihočeská univerzita v Českých Budějovicích, Ekonomická fakulta
Místo vydání
České Budějovice
Místo konání akce
České Budějovice
Datum konání akce
2. 11. 2023
Typ akce podle státní příslušnosti
WRD - Celosvětová akce
Kód UT WoS článku
—