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Dámaris Girona-Ruíz, Marina Cano-Lamadrid, Ángel Antonio Carbonell-Barrachina, David López-Lluch and Sendra Esther
Smell is the second-most used sense in marketing strategies in the food industry. Sensory marketing appeals to the senses with the aim of creating sensory experiences and converting them into specific emotions associated with a specific product. There is...
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Cristobal Fernandez Muñoz,Felisa Arribas Pérez,Cristina Martín Zapata
Pág. 31 - 40
Smell is one of the most powerful senses and one that best connects emotionally with individuals. For these reasons, large companies are using scent marketing techniques in order to create better and more memorable experiences for consumers while adding ...
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Fabián Cuesta,Gabriela Paida,Irene Buele
Pág. 63 - 71
Neuromarketing has evolved in marketing practices, especially in the study of consumer behavior; however, in Ecuador this technique is still unknown, because they are limited to traditional marketing. The current research aims to determine the influence ...
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Kwanghee Jung, Vinh T. Nguyen, Diana Piscarac and Seung-Chul Yoo
Jeju Island comes second to only Seoul as Korea?s most visited destination, yet most visitors do not have the chance to go beyond brief visits and immerse themselves in the island?s history and cultural heritage. This project introduces the cultural heri...
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Jaroslav Kita
Pág. 1 - 8
Until recently, emotions were not one of the most precious elements of marketing. There are theoretical and empirical models that show that emotions affect perception, decision, motivation, and consumer behaviour of the Elaboration Likelihood Model (ELM)...
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Marike Venter de Villiers,Richard Chinomona,Tinashe Chuchu
AbstractBackground: Consumer decision-making is shifting from the rational to the emotional, and as a result, retailers are investing in unique store atmospheric cues to capture the attention of consumers. Although not a completely new phenomenon, a...
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P. K. Shukla, Monica Shukla, Yatri Shukla
This case reviews the background of a new entrepreneurial firm, LidSuperior*on the launching of a new patented hot beverage cup lid in the United States for disposable hot beverage cups. The United States hot beverage cup lid industry is highly con...
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