Peculiarities of sensory marketing

Margarita Išoraitė () and Nikolaj Ambrusevič ()
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Margarita Išoraitė: Vilniaus kolegija / Higher Education Institution, Lithuania
Nikolaj Ambrusevič: Vilniaus kolegija / Higher Education Institution, Lithuania

Entrepreneurship and Sustainability Issues, 2023, vol. 11, issue 2, 67-78

Abstract: This article aims to provide a theoretical analysis of the primary sensory marketing types, tools and techniques. The methodological structure used in the study is based on theoretical descriptive, comparative, and analytical methods. The application of the qualitative approach is based on case analysis. The article examines the concept of sensory marketing and the types of technologies used. Qualitative research is original and innovative. It allows us to come to creative scientific insights, which can be instrumental in suggesting recommendations for improving the application of sensory marketing in practice. The results may have practical implications via benefits to the business and institutions provided by applying sensory marketing.

Keywords: sensory marketing; taste; touch; visual; scent; sound (search for similar items in EconPapers)
JEL-codes: M30 M31 M37 O40 O50 (search for similar items in EconPapers)
Date: 2023
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https://jssidoi.org/jesi/article/1127 (text/html)

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Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouesi:v:11:y:2023:i:2:p:67-78

DOI: 10.9770/jesi.2023.11.2(5)

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