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Sensory branding and marketing in stimulating the relation between the buyer and the brand

Wala Agnieszka, Czyrka Krzysztof, Frąś Józef

Organizacja i Zarządzanie : kwartalnik naukowy

2019

nr 1

109--120

Classical marketing is becoming less effective. Senses and emotions, as well as a buying mood, the atmosphere of the place, where the decision to purchase is made by a buyer have key importance in stimulating both the creation of shopping behaviours and the consumer – brand relationship. The use of sensory (sensual) branding is a departure from the 2D brands, communicating through sight and hearing, towards the 5D brands, which affect the five different human senses. Sensory marketing and branding enable building a relationship with the brand, keeping the brand awareness alive, increasing sales, and exceeding the competition to a higher extent. New technologies create and strengthen the space of the buyer's experiences with the brand. The neuromarketing research shows that emotions play a significant role when making the purchasing decisions.