Use of multi-sensory marketing techniques and its influence on brand experience in retail and HORECA sector
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Data de Publicação: | 2014 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/14915 |
Resumo: | Double degree. A Work Project presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA- School of Business and Economics and Warsaw School of Economics |
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Use of multi-sensory marketing techniques and its influence on brand experience in retail and HORECA sectorMultisensory marketingBrand imageIn-store experienceProduct and service perceptionDouble degree. A Work Project presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA- School of Business and Economics and Warsaw School of EconomicsThis dissertation aims at providing an analysis of the influence of sensory stimuli on consumer’s decision making process along with product and service perception. It focuses on the multisensory marketing techniques in consumer foodservice and retail sector. The impact of multisensory marketing techniques is firstly theoretically analyzed regarding advertising and in-store promotion strategies applied by FMCG and HORECA companies. The theoretical basis and conceptualization is supported by examples of successful online and offline marketing campaigns launched in recent years. The second part of this study is focused specifically on the use of multisensory promotional techniques in the foodservice environment. The real life experiment has been conducted in a local Lisbon restaurant in order to measure the influence of auditory cues on the service perception and overall customer experience. The initial hypotheses were proved by post-purchase survey conducted among patrons of the restaurant. The result of this study shows that brand, product and service perception can be positively influenced by multisensory marketing techniques. The auditory stimuli proved to be a significant source of customer overall satisfaction and in-store perception, which confirms partly the initial assumptions of the study.NSBE - UNLMartinez, Luís FructuosoRUNMachala, Agnieszka2015-05-11T10:06:02Z2014-062014-06-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/14915TID:201476100enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T03:50:22Zoai:run.unl.pt:10362/14915Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:22:10.676722Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Use of multi-sensory marketing techniques and its influence on brand experience in retail and HORECA sector |
title |
Use of multi-sensory marketing techniques and its influence on brand experience in retail and HORECA sector |
spellingShingle |
Use of multi-sensory marketing techniques and its influence on brand experience in retail and HORECA sector Machala, Agnieszka Multisensory marketing Brand image In-store experience Product and service perception |
title_short |
Use of multi-sensory marketing techniques and its influence on brand experience in retail and HORECA sector |
title_full |
Use of multi-sensory marketing techniques and its influence on brand experience in retail and HORECA sector |
title_fullStr |
Use of multi-sensory marketing techniques and its influence on brand experience in retail and HORECA sector |
title_full_unstemmed |
Use of multi-sensory marketing techniques and its influence on brand experience in retail and HORECA sector |
title_sort |
Use of multi-sensory marketing techniques and its influence on brand experience in retail and HORECA sector |
author |
Machala, Agnieszka |
author_facet |
Machala, Agnieszka |
author_role |
author |
dc.contributor.none.fl_str_mv |
Martinez, Luís Fructuoso RUN |
dc.contributor.author.fl_str_mv |
Machala, Agnieszka |
dc.subject.por.fl_str_mv |
Multisensory marketing Brand image In-store experience Product and service perception |
topic |
Multisensory marketing Brand image In-store experience Product and service perception |
description |
Double degree. A Work Project presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA- School of Business and Economics and Warsaw School of Economics |
publishDate |
2014 |
dc.date.none.fl_str_mv |
2014-06 2014-06-01T00:00:00Z 2015-05-11T10:06:02Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10362/14915 TID:201476100 |
url |
http://hdl.handle.net/10362/14915 |
identifier_str_mv |
TID:201476100 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799137861289639936 |