SENZORNI MARKETING- INTEGRISANJE LJUDSKIH ČULA U BRENDKOMUNIKACIJE
Ključne reči:
Senzorni marketing, ljudska čula, brendovi, potrošači
Sažetak
Pri donošenju odluka u kupovini potrošači se mnogo više oslanjaju na svoje emocije nego na svoj um.Čula ljudima omogućavaju da se povežu sa svetom koji ih okružuje, ali i da u potpunosti dožive brendove i sa njima ostvare emocionalnu povezanost. Oblast marketinga, koja se bavi proučavanjem i upotrebom ljudskih čula u brendiranju poznata je u literaturi kao senzorni marketing. Danas je potrebno potrošačima kroz brendove ponuditi potpuni doživljaj, kroz svih pet ljudskih čula. Jedino se na taj način kompanije mogu izboriti sa konkurencijom na tržištu i precizno odgovoriti na potrebe i želje potrošača.Dosadašnja istraživanja iz oblasti senzornog marketinga pružaju vrlo optimistične rezultate. Međutim, nameće se zaključak, da i pored velikih benefita koje ove metode mogu pružiti marketinškim stručnjacima, neophodno je nastaviti sa istraživanjima kako bi ove metode postale efikasnije i preciznije.Iz tog razloga, glavni cilj ovog rada je skretanje pažnje marketarima na mogućnosti ovih metoda da kreiraju emocionalnu povezanost između potrošača i brendova, da istražinjihov uticaj i ukaže na prednosti ovih metodau odnosu na tradicionalne marketinške metode. Predmet istraživanja rada je identifikovanje i ispitivanje efekata koji senzorni marketing može imati na ponašanje potrošača prema brendovima.Metode istraživanja korišćene u ovom radu su kvalitativna i kvantitativna analiza sadržaja.
Reference
Aaker 1996: Aaker, D.A. Building strong brands. New York: The Free Press.
Auvray – Spence 2007: Auvray, M. and Spence, C. The multisensory perception of avour. Consciousness and Cognition, 17(3): 1016-1031.
Achrol - Kotler 2012: Achrol, R.S. and Kotler, P. Frontiers of the marketing paradigm in the third millennium. Journal of the Academy of Marketing Science, 40: 35-52.
Baltezarević - Baltezarević 2019: Ivana Ž. Baltezarević and Radoslav V. Baltezarević. Prikrivenooglašavanje u novimmedijima, Baština, sv. 48, 171-179. doi: 10.5937/bastina1948171B (171).
Benachenhoui dr. 2018: Benachenhou, S.M., Guerrich, B. and Moussaoui, Z. The effect of packaging elements on purchase intention: case study of Algerian customers.Management ScienceLetters, 8(4): 217-224.
Boyd 2011: Boyd, C.V.J. Touch matters: exploring the relationship between consumption and tactile interaction. Social Semiotics, 21(4): 531-546.
Brakusi dr. 2009: Brakus, J. J., Schmitt, B. H. and Zarantonello, L. Brand experience: What is it? How is it measured? Does it affect loyalty?Journal of Marketing, 73(3): 52-68.
Bruner 1990: Bruner, G.C. Music, mood, and marketing. Journal of Marketing, Vol. 54(4): 94 -103.
Bhatt i dr. 2018: Bhatt, A.Y., Rajsthan, U. and Bapna, I. Perception of Youth towards sensory marketing. International Research Journal of Indian Languages, 6(3): 157-160.
Gains 2014: Gains, N. Brand essense using sense, symbol and story to design brand identity. London, UK & USA: Kogan Page.
Deliza – MacFie 1996: Deliza, R. and MacFie, H.J.H. The generation of sensory expectation by
external cues and its effect on sensory perception and hedonic ratings: A review. Journal
of Sensory Studies, 11(2): 103-128.
Ditoiu – Caruntu 2014: Ditoiu, M.C. and Caruntu, A.L. Sensory Experiences regarding five-dimensional brand destination. Procedia-Social and Behavioral Sciences, 109(1):301-306.
Draelos 2013: Draelos, Z.D., MD. To smell or not to smell? That is Question. Journalof Cosmetic Dermatology, 12(1): 1-2.
Zarantonello – Schmitt 2010: Zarantonello, L. and Schmitt, B. Using the brand experience scale to profile consumers and predict consumer behavior. Brand Management, 17 (7): 532-540.
Kellaris – Kent 1994: Kellaris, J.J. and Kent, R.J. An exploratory investigation of responses elicited by music varying in tempo, tonality andtexture. Journal of Consumer Psychology, Vol. 2(4): 381 - 401.
Klatzky - Peck 2012: Klatzky, R.L. and Peck, J. Please touch: Object properties that invite touch.
IEEE Transaction on Haptics, 5(2): 139-147.
Kraus 2010: Kraus, M. W., Huang, C. and Keltner, D. Tactile communication, cooperation, and performance: An ethological study of the NBA. Emotion, 10(5):745-749.
Krishna – Schwarz 2012: Krishna, A. and Schwarz, N. Sensory marketing, embodiment, and groundedcognition: A review and introduction. Journal of ConsumerPsychology, 24(2):159-168.
Krishna 2012: Krishna, A. An integrative review of sensory marketing: Engaging the senses to affect perception, Judgement and behaviour. Journal of Consumer Psychology, 22(3): 332-351.
Krishna i dr. 2016: Krishna, A., Cian, L. and Aydinoglu, N.Z. Sensory aspects of Packagedesign. Journal of Retailing, 93(1): 1-12.
Krishna 2017: Krishna, A., Cian, L. and Aydinoglu, N.Z. Sensory aspects of purchase design. Journal of Retailing, 93(1): 43-54.
Lindstrom 2015: Lindstrom, M. Broad sensory branding. Journal of Product and BrandManagement, 14(2): 84-87.
Lund 2015: Lund, C. Selling through the senses: Sensory appeals in the fashion retail environment. Fashion Practice.The Journal of Design, Creative Process and the fashion industry, 7(1): 9-30.
Merz i dr. 2009: Merz, M.A., He, Y. and Vargo, S.L.The evolving brand logic: a service-dominant logic perspective. Journal of the Academy of Marketing Science, 37: 328-344.
Moreira i dr. 2017: Moreira, A.C., Fortes, N. and Santiago, R. Influence of sensory stimuli on brandexperience, brand equity and purchase intention. Journal of Business Economics and Management, 18(1): 68-83.
Morrin - Ratneshwar 2000: Morrin, M. and Ratneshwar, S. The impact of ambient scent on evaluation, attention, and memory for familiar andunfamiliar brands. Journal of Business Research, Vol. 49(2): 157 - 165.
Peck – Childers 2003: Peck, J. and Childers, T.L. Individual differences in haptic information processing: The Need for touch scale. Journal of Consumer Research, 30(3): 430-442.
Peck i dr. 2009: Peck, J. and Shu, S.B.The effect of mere touch on perceived ownership. Journal of Consumer Research, 36(3): 434-447.
Pine – Gilmore 1998: Pine, J. and Gilmore, J. The experience economy. Boston: Harvard Business School Press.
Ratneshwar – Mick 2005: Ratneshwar, S.and Mick, D. Inside consumption. London: Routledge.
Rieunier 2002: Rieunier, S. Le marketing sensoriel du point de vente (Sensorial marketing strategies). Applied Research in Marketing, 17, 40-45.
Sliburyte – Skeryte 2014: Sliburyte, L. and Skeryte, I. What we know about consumers colourperception. Procedia-Social & Behavioral Sciences 156(1): 468-472.
Spangenberg i dr. 1996: Spangenberg E., Crowley A.E. and Henderson P.W. Improving the store environment: do olfactory cues affect evaluations and behaviors?Journal of Marketing, 60(2), 67–80.
Spence 2012: Spence, C. Managing sensory expectations concerning products and brands:Capitalizing on the potential of sound and shape symbolism. Journal of Consumer Psychology, 22(1): 37-54.
Spence - Wang 2015: Spence, C. and Wang, Q. Sensory expectations elicited by the sounds of opening the packaging and pouring a beverage. Flavour, 4(35): 1-11.
Summers - Hebert 2001: Summers, T.A. and Hebert, P.R. Shedding some light on store atmospherics. Influence of illumination on consumerbehavior. Journal of Business Research, Vol. 54(2): 145-150.
Schifterstein 2006: Schifterstein, H.N.J.The perceived importance of sensory modalities inproduct usage: A study of self-reports. Acta Psychologica, 121(1): 41-64.
The Columbia Encyclopedia 2008: Sound, The Columbia Encyclopedia, извор: http://bit.ly/p0Ksg7 [приступњено: 13.12.2019].
Farias i dr. 2014: Farias S.A.‚ Aguiar E.C. and Melo‚ F.V.S. Store atmospherics and experiential marketing: A conceptual frame work and research propositions for An extraordinary customer experience. International Business Research‚ 7(2) ‚ 87-99.
Herz – Inzlicht 2002: Herz, R.S. and Inzlicht, M. Sex differences in response to physical andsocial factors involved in human mate selection: The importance of smell forwomen. Evolution and Human Behaviour, 23(5): 359-364.
Hinestroza – James 2014: Hinestroza, N.B. and James, P.T.J. The effects of sensory marketing on the implementation of fast food marketing campaigns. Journal of Management and Marketing Research, 14(1): 1-11.
Horen - Mussweiler 2014: Horen, F.V. and Mussweiler, T. Soft assurance: Coping with uncertainty through haptic sensations. Journal of Experimental Social Psychology, 54(1): 73-80.
Hulteni dr. 2009: Hulten, B., Broweus, N. and Dijk, M.V.Sensory Marketing.London: Palgrave Macmillan.
Hulten 2011: Hulten, B. Sensory marketing: the multi-sensory brand-experience concept. European Business Review, 23(3): 256-273.
Célier 2004: Célier, P. Le marketing sensoriel (Sensorial marketing). Mohammedia ENSET School.
Citrini dr. 2003: Citrin, A.V., Stem, D.E., Spangenberg, E.R. and Clark, M.J. Consumer need for tactile input An internet retailing challenge. Journal of BusinessResearch, 56(11): 915-922.
Costa i dr. 2012: Costa M.F.‚ Patricia‚ Z. Natasha‚ R. Jessica‚ A. and Maria‚ G.V. Sensory marketing: consumption experience of the Brazilian in the restaurant industry. International Journal of Business Strategy‚ 12(4), 165-171.
Creusen - Schoormans 2005: Creusen, M.E.H. and Schoormans, J.P.L. The different roles of product appearance in consumer choice, „Journal ofProduct Innovation Management” Vol. 22(1), p. 63 - 81.
Yoon – Park 2012: Yoon S.J. and Park J.E. Do sensory ad appeals influence brand attitude? Journal of Business Research‚ 65(11): 1534-1542.
Yorkston 2010: Yorkston, E. „Auxillary auditory ambitions: Assessing ancillary and ambient Sounds“. Sensory Marketing: Research on the sensuality of products. Ed.Krishna Aradhna. New York:Routledge,157-167.
Wiedmanni dr.2013: Wiedmann, K.P., Hennigs, N., Klarmann, C. and Behrens, S. Creating. Multi-sensory experiences in luxury marketing. Marketing Review St. Gallen, 30(6): 61-70.
Auvray – Spence 2007: Auvray, M. and Spence, C. The multisensory perception of avour. Consciousness and Cognition, 17(3): 1016-1031.
Achrol - Kotler 2012: Achrol, R.S. and Kotler, P. Frontiers of the marketing paradigm in the third millennium. Journal of the Academy of Marketing Science, 40: 35-52.
Baltezarević - Baltezarević 2019: Ivana Ž. Baltezarević and Radoslav V. Baltezarević. Prikrivenooglašavanje u novimmedijima, Baština, sv. 48, 171-179. doi: 10.5937/bastina1948171B (171).
Benachenhoui dr. 2018: Benachenhou, S.M., Guerrich, B. and Moussaoui, Z. The effect of packaging elements on purchase intention: case study of Algerian customers.Management ScienceLetters, 8(4): 217-224.
Boyd 2011: Boyd, C.V.J. Touch matters: exploring the relationship between consumption and tactile interaction. Social Semiotics, 21(4): 531-546.
Brakusi dr. 2009: Brakus, J. J., Schmitt, B. H. and Zarantonello, L. Brand experience: What is it? How is it measured? Does it affect loyalty?Journal of Marketing, 73(3): 52-68.
Bruner 1990: Bruner, G.C. Music, mood, and marketing. Journal of Marketing, Vol. 54(4): 94 -103.
Bhatt i dr. 2018: Bhatt, A.Y., Rajsthan, U. and Bapna, I. Perception of Youth towards sensory marketing. International Research Journal of Indian Languages, 6(3): 157-160.
Gains 2014: Gains, N. Brand essense using sense, symbol and story to design brand identity. London, UK & USA: Kogan Page.
Deliza – MacFie 1996: Deliza, R. and MacFie, H.J.H. The generation of sensory expectation by
external cues and its effect on sensory perception and hedonic ratings: A review. Journal
of Sensory Studies, 11(2): 103-128.
Ditoiu – Caruntu 2014: Ditoiu, M.C. and Caruntu, A.L. Sensory Experiences regarding five-dimensional brand destination. Procedia-Social and Behavioral Sciences, 109(1):301-306.
Draelos 2013: Draelos, Z.D., MD. To smell or not to smell? That is Question. Journalof Cosmetic Dermatology, 12(1): 1-2.
Zarantonello – Schmitt 2010: Zarantonello, L. and Schmitt, B. Using the brand experience scale to profile consumers and predict consumer behavior. Brand Management, 17 (7): 532-540.
Kellaris – Kent 1994: Kellaris, J.J. and Kent, R.J. An exploratory investigation of responses elicited by music varying in tempo, tonality andtexture. Journal of Consumer Psychology, Vol. 2(4): 381 - 401.
Klatzky - Peck 2012: Klatzky, R.L. and Peck, J. Please touch: Object properties that invite touch.
IEEE Transaction on Haptics, 5(2): 139-147.
Kraus 2010: Kraus, M. W., Huang, C. and Keltner, D. Tactile communication, cooperation, and performance: An ethological study of the NBA. Emotion, 10(5):745-749.
Krishna – Schwarz 2012: Krishna, A. and Schwarz, N. Sensory marketing, embodiment, and groundedcognition: A review and introduction. Journal of ConsumerPsychology, 24(2):159-168.
Krishna 2012: Krishna, A. An integrative review of sensory marketing: Engaging the senses to affect perception, Judgement and behaviour. Journal of Consumer Psychology, 22(3): 332-351.
Krishna i dr. 2016: Krishna, A., Cian, L. and Aydinoglu, N.Z. Sensory aspects of Packagedesign. Journal of Retailing, 93(1): 1-12.
Krishna 2017: Krishna, A., Cian, L. and Aydinoglu, N.Z. Sensory aspects of purchase design. Journal of Retailing, 93(1): 43-54.
Lindstrom 2015: Lindstrom, M. Broad sensory branding. Journal of Product and BrandManagement, 14(2): 84-87.
Lund 2015: Lund, C. Selling through the senses: Sensory appeals in the fashion retail environment. Fashion Practice.The Journal of Design, Creative Process and the fashion industry, 7(1): 9-30.
Merz i dr. 2009: Merz, M.A., He, Y. and Vargo, S.L.The evolving brand logic: a service-dominant logic perspective. Journal of the Academy of Marketing Science, 37: 328-344.
Moreira i dr. 2017: Moreira, A.C., Fortes, N. and Santiago, R. Influence of sensory stimuli on brandexperience, brand equity and purchase intention. Journal of Business Economics and Management, 18(1): 68-83.
Morrin - Ratneshwar 2000: Morrin, M. and Ratneshwar, S. The impact of ambient scent on evaluation, attention, and memory for familiar andunfamiliar brands. Journal of Business Research, Vol. 49(2): 157 - 165.
Peck – Childers 2003: Peck, J. and Childers, T.L. Individual differences in haptic information processing: The Need for touch scale. Journal of Consumer Research, 30(3): 430-442.
Peck i dr. 2009: Peck, J. and Shu, S.B.The effect of mere touch on perceived ownership. Journal of Consumer Research, 36(3): 434-447.
Pine – Gilmore 1998: Pine, J. and Gilmore, J. The experience economy. Boston: Harvard Business School Press.
Ratneshwar – Mick 2005: Ratneshwar, S.and Mick, D. Inside consumption. London: Routledge.
Rieunier 2002: Rieunier, S. Le marketing sensoriel du point de vente (Sensorial marketing strategies). Applied Research in Marketing, 17, 40-45.
Sliburyte – Skeryte 2014: Sliburyte, L. and Skeryte, I. What we know about consumers colourperception. Procedia-Social & Behavioral Sciences 156(1): 468-472.
Spangenberg i dr. 1996: Spangenberg E., Crowley A.E. and Henderson P.W. Improving the store environment: do olfactory cues affect evaluations and behaviors?Journal of Marketing, 60(2), 67–80.
Spence 2012: Spence, C. Managing sensory expectations concerning products and brands:Capitalizing on the potential of sound and shape symbolism. Journal of Consumer Psychology, 22(1): 37-54.
Spence - Wang 2015: Spence, C. and Wang, Q. Sensory expectations elicited by the sounds of opening the packaging and pouring a beverage. Flavour, 4(35): 1-11.
Summers - Hebert 2001: Summers, T.A. and Hebert, P.R. Shedding some light on store atmospherics. Influence of illumination on consumerbehavior. Journal of Business Research, Vol. 54(2): 145-150.
Schifterstein 2006: Schifterstein, H.N.J.The perceived importance of sensory modalities inproduct usage: A study of self-reports. Acta Psychologica, 121(1): 41-64.
The Columbia Encyclopedia 2008: Sound, The Columbia Encyclopedia, извор: http://bit.ly/p0Ksg7 [приступњено: 13.12.2019].
Farias i dr. 2014: Farias S.A.‚ Aguiar E.C. and Melo‚ F.V.S. Store atmospherics and experiential marketing: A conceptual frame work and research propositions for An extraordinary customer experience. International Business Research‚ 7(2) ‚ 87-99.
Herz – Inzlicht 2002: Herz, R.S. and Inzlicht, M. Sex differences in response to physical andsocial factors involved in human mate selection: The importance of smell forwomen. Evolution and Human Behaviour, 23(5): 359-364.
Hinestroza – James 2014: Hinestroza, N.B. and James, P.T.J. The effects of sensory marketing on the implementation of fast food marketing campaigns. Journal of Management and Marketing Research, 14(1): 1-11.
Horen - Mussweiler 2014: Horen, F.V. and Mussweiler, T. Soft assurance: Coping with uncertainty through haptic sensations. Journal of Experimental Social Psychology, 54(1): 73-80.
Hulteni dr. 2009: Hulten, B., Broweus, N. and Dijk, M.V.Sensory Marketing.London: Palgrave Macmillan.
Hulten 2011: Hulten, B. Sensory marketing: the multi-sensory brand-experience concept. European Business Review, 23(3): 256-273.
Célier 2004: Célier, P. Le marketing sensoriel (Sensorial marketing). Mohammedia ENSET School.
Citrini dr. 2003: Citrin, A.V., Stem, D.E., Spangenberg, E.R. and Clark, M.J. Consumer need for tactile input An internet retailing challenge. Journal of BusinessResearch, 56(11): 915-922.
Costa i dr. 2012: Costa M.F.‚ Patricia‚ Z. Natasha‚ R. Jessica‚ A. and Maria‚ G.V. Sensory marketing: consumption experience of the Brazilian in the restaurant industry. International Journal of Business Strategy‚ 12(4), 165-171.
Creusen - Schoormans 2005: Creusen, M.E.H. and Schoormans, J.P.L. The different roles of product appearance in consumer choice, „Journal ofProduct Innovation Management” Vol. 22(1), p. 63 - 81.
Yoon – Park 2012: Yoon S.J. and Park J.E. Do sensory ad appeals influence brand attitude? Journal of Business Research‚ 65(11): 1534-1542.
Yorkston 2010: Yorkston, E. „Auxillary auditory ambitions: Assessing ancillary and ambient Sounds“. Sensory Marketing: Research on the sensuality of products. Ed.Krishna Aradhna. New York:Routledge,157-167.
Wiedmanni dr.2013: Wiedmann, K.P., Hennigs, N., Klarmann, C. and Behrens, S. Creating. Multi-sensory experiences in luxury marketing. Marketing Review St. Gallen, 30(6): 61-70.