Use of multi-sensory marketing techniques and its influence on brand experience in retail and HORECA sector

Bibliographic Details
Main Author: Machala, Agnieszka
Publication Date: 2014
Format: Master thesis
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10362/14915
Summary: 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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spelling 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:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-05-22T17:18:32Zoai:run.unl.pt:10362/14915Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T16:49:34.957528Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
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:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
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reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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