Sensory Branding

Main Article Content

Bundith Rattanatai
Sasirat Saikhoone
Koranut Sakulkrit

Abstract

Nowadays, the lifestyle of consumers has changed into New Normal. Consuming various products has many access channels and there are many brands of products compared to the past. Marketers create branding marketing using experiential marketing to create 5 senses (Sight, Sound, Smell, Taste, and Touch Sense) which give direct experiences for consumers, and create brand awareness recognition and satisfaction. Businesses may choose to use only certain a sense or senses to give the highest benefit to the brand which are awareness recognition and satisfaction.

Downloads

Download data is not yet available.

Article Details

Section
บทความวิชาการ

References

Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: Free Press.
Anuwat. (2020). Cola soda in plastic bottles Drink to crave for a refreshing feeling. Retrieved from https://stock.adobe.com/th/search/images?k=coke+bottle&search_type=default-asset-click&asset_id=278959065
Douce, L., & Janssens, W. (2013). The presence of a Pleasant Ambient Scent in a Fashion store: the Moderating Role of Shopping Motivation and Affect Intensity. Environment and Behavior, 45(2), 215–238. doi: 10.1177/0013916511410421
Duncan, T. (2005). Principles of advertising & IMC . (2nd ed.). New York: McGraw–Hill.
Herz, R. S., & Engen, T. (1996). Odor memory: Review and analysis. Psychonomic Bulletin & Review, 3(1), 300–313. https://doi.org/10.3758/BF03210754
Hulten, B., Broweus, N. & van Dijk, M. (2009). Sensory marketing. Basingstoke: Palgrave Macmillan.
Jackson, D. (2003). Sonic Branding: an introduction. Hampshire: Palgrave Macmillan.
Kotler, P., & Keller, K. L. (2012). Marketing management. (14th ed.). Upper Saddle River, NJ: Pearson Education.
Krisha, A. (2009). Sensory Marketing. New York: Routledge
Lindstrom, M. (2010). Brand Sense: Sensory secrets behind the stuff we buy. New York: Free Press.
Mattila, A. S., & Wirtz, J. (2001). Congruency of scent and music as a driver of in-store evaluations and behavior. Journal of Retailing, 77, 273–289. https://doi.org/10.1016/S0022-4359(01)00042-2
Mazzeo, T. J. (2010) The Secret of Chanel No. 5: the intimate history of the world's most famous perfume. New York: HarperCollins Publishers.
Schultz, D. E., & Schultz, H. F. (2004). IMC the next generation: Five steps for delivering value and measuring returns using marketing communication. New York: McGraw-Hill.
Schmitt, B. H. (1999). Experiential marketing. New York: Free Press.
Shimp, T. A. (2010). Advertising, Promotion, and Supplemental aspects of integrated marketing communications. (8th ed.). Mason: South-Western Cengage Learning.
Serirat, Si., Serirat, Su., Mejinda, P., Lertwannawit, O., Ongartapatavanich, P., & Anuchanchanont, J. (2009). Marketing Management New Era. Bangkok: Diamond In Business World. (in Thai)
Tannujannu. (2020). Gun barrel target background with blood running down the screen.
Retrieved from https://adobe.ly/3judlgP
Wijayasinha, K. (2020, October 22). Mazda sales grow by 100 percent in Q3. thaiautonews Retrieved from http://www.thaiautonews.net/auto-news/mazda-sales-grow-by-100-percent/ (in Thai)
Yalch, R. F. (1991). Memory in a jingle jungle: Music as a mnemonic device in communicating advertising slogans. Journal of Applied Psychology, 76(2), 268–275. https://doi.org/10.1037/0021-9010.76.2.268