publication . Bachelor thesis . 2016

Enticing consumers to enter fashion stores : a sensory marketing perspective

Abazi, Jeton; Sohani, Armin;
Open Access English
  • Published: 01 Jan 2016
  • Publisher: Högskolan Kristianstad, Sektionen för hälsa och samhälle
  • Country: Sweden
Abstract
During the past years, there has been a re-emergence of sensory marketing in the paradigm of marketing. However, there is a lack of empirical studies done on the subject. Furthermore, the previous literature has focused on whether senses affects, rather than how they affect. Therefore, the purpose of this thesis is to study how sensory stimuli affects the consumers’ choice of entering physical fashion stores. This thesis is based on sensory marketing, consumer behaviour, and retail marketing theory. The theoretical framework in this thesis consists of an adapted sensory-stimuli-response model with the five main senses of sensory marketing as stimuli, emotional r...
Subjects
free text keywords: Sensory marketing, Retail, Emotions, Scent, Sight, Sound, Touch, Taste, Business studies, Företagsekonomi
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