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Un tocco di colore con una fragranza musicale

Un tocco di colore con una fragranza musicale

Saulo Mendes Batista

107,86 €
IVA incluido
Disponible
Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Empresa y gestión
ISBN:
9786209158704
107,86 €
IVA incluido
Disponible

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Sobre IBD

Questo libro ha cercato di dimostrare l’importanza del branding sensoriale come una delle forme differenziate di comunicazione e interazione nei punti vendita. Con l’avvento della necessità del consumatore di sperimentare e vivere sensazioni e connessioni innovative e distintive, si sono verificati cambiamenti nel rapporto tra marchio e consumatore. I marchi hanno compreso l’importanza delle strategie sensoriali come mezzo per rafforzare i loro legami e la loro fedeltà. I cinque sensi possono essere utilizzati per raggiungere diversi obiettivi, tra cui influenzare il comportamento del consumatore, aumentare la notorietà del marchio, creare esperienze associative e migliorare la soddisfazione del consumatore. Pertanto, il caso di studio presentato in questo lavoro ha mostrato come il marchio Osklen utilizzi strategie sensoriali nei punti vendita per costruire la propria identità e come l’uso di tali strategie stia modificando il rapporto del marchio con il consumatore. Si è concluso che l’esaltazione dei sensi nei punti vendita è una strategia efficace di interazione e consolidamento del marchio Osklen.

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