MULTISENSORIAL EXPERIENCE FOR IN-STORE AQUISITIONS

Alexandra Giuliana Andronic and Ioana Moroșanu
Additional contact information
Alexandra Giuliana Andronic: Alexandru Ioan Cuza University of Iasi, Romania
Ioana Moroșanu: Alexandru Ioan Cuza University of Iasi, Romania

SEA - Practical Application of Science, 2020, issue 22, 57-65

Abstract: Today's consumers are looking for products, communication and marketing campaigns that delight the senses and generate intense emotions. As an overview, each sense can contribute to building a better, stronger and more sustainable brand, that’s why more and more businesses shift their focus from traditional marketing to experiential marketing. The main question of this article is how important is multisensorial experiences for the in-store acquisition of mobile phones in Romania.

Keywords: Experiential marketing; Emotion; Mobile phones; Sales; Multisensorial (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2020
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://seaopenresearch.eu/Journals/articles/SPAS_22_7.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cmj:seapas:y:2020:i:22:p:57-65

Access Statistics for this article

SEA - Practical Application of Science is currently edited by Romanian Foundation for Business Intelligence

More articles in SEA - Practical Application of Science from Romanian Foundation for Business Intelligence, Editorial Department
Bibliographic data for series maintained by Serghie Dan ().