Unlocking the Power of Touch: Exploring Sensory Marketing Strategies
A Master of Business Administration (MBA) thesis by Rooth Shaji entitled, “Unlocking the Power of Touch: Exploring Sensory Marketing Strategies”, submitted in November 2024. Thesis advisor is Dr. Aaron Gazley. Soft copy is available (Thesis, Approval Signatures, Completion Certificate, and AUS Archi...
محفوظ في:
| المؤلف الرئيسي: | |
|---|---|
| التنسيق: | doctoralThesis |
| منشور في: |
2024
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| الموضوعات: | |
| الوصول للمادة أونلاين: | https://hdl.handle.net/11073/25777 |
| الوسوم: |
إضافة وسم
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| _version_ | 1864513438397497344 |
|---|---|
| author | Ranjith, Revathi |
| author_facet | Ranjith, Revathi |
| author_role | author |
| dc.contributor.none.fl_str_mv | Gazley, Aaron |
| dc.creator.none.fl_str_mv | Ranjith, Revathi |
| dc.date.none.fl_str_mv | 2024-11 2025-01-21T06:13:47Z 2025-01-21T06:13:47Z |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | 33.232-2024.06 https://hdl.handle.net/11073/25777 |
| dc.language.none.fl_str_mv | en_US |
| dc.subject.none.fl_str_mv | Sensory marketing Touch Brand perception Consumer engagement Tactile stimuli |
| dc.title.none.fl_str_mv | Unlocking the Power of Touch: Exploring Sensory Marketing Strategies |
| dc.type.none.fl_str_mv | info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/doctoralThesis |
| description | A Master of Business Administration (MBA) thesis by Rooth Shaji entitled, “Unlocking the Power of Touch: Exploring Sensory Marketing Strategies”, submitted in November 2024. Thesis advisor is Dr. Aaron Gazley. Soft copy is available (Thesis, Approval Signatures, Completion Certificate, and AUS Archives Consent Form). |
| format | doctoralThesis |
| id | aus_c6bd01dfe3e797f3020a0d8be607c8b5 |
| identifier_str_mv | 33.232-2024.06 |
| language_invalid_str_mv | en_US |
| network_acronym_str | aus |
| network_name_str | aus |
| oai_identifier_str | oai:repository.aus.edu:11073/25777 |
| publishDate | 2024 |
| repository.mail.fl_str_mv | |
| repository.name.fl_str_mv | |
| repository_id_str | |
| spelling | Unlocking the Power of Touch: Exploring Sensory Marketing StrategiesRanjith, RevathiSensory marketingTouchBrand perceptionConsumer engagementTactile stimuliA Master of Business Administration (MBA) thesis by Rooth Shaji entitled, “Unlocking the Power of Touch: Exploring Sensory Marketing Strategies”, submitted in November 2024. Thesis advisor is Dr. Aaron Gazley. Soft copy is available (Thesis, Approval Signatures, Completion Certificate, and AUS Archives Consent Form).In recent years, sensory marketing has witnessed dynamic growth, as companies increasingly recognize the power of appealing to consumers through multiple senses. Leveraging sensory cues has become integral to engaging customers and shaping their emotions, particularly in large-scale retail environments like malls. However, while visual and auditory stimuli have been extensively explored, the role of touch remains underexplored yet crucial, especially in online product evaluation where tactile experiences are absent. This paper seeks to address this gap by investigating the impact of tactile sensory involvement on brand perception. Through surveys, the study aims to explain how the quantity, perceived intensity, and frequency of tactile engagement influence consumers' perceptions of brands. By unlocking the potential of touch in sensory marketing strategies, this research attempts to provide valuable insights for businesses seeking to enhance consumer engagement and brand loyalty.School of Business AdministrationDepartment of Management, Strategy and EntrepreneurshipMaster of Business Administration (MBA)Gazley, Aaron2025-01-21T06:13:47Z2025-01-21T06:13:47Z2024-11info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesisapplication/pdf33.232-2024.06https://hdl.handle.net/11073/25777en_USoai:repository.aus.edu:11073/257772025-11-11T07:05:36Z |
| spellingShingle | Unlocking the Power of Touch: Exploring Sensory Marketing Strategies Ranjith, Revathi Sensory marketing Touch Brand perception Consumer engagement Tactile stimuli |
| status_str | publishedVersion |
| title | Unlocking the Power of Touch: Exploring Sensory Marketing Strategies |
| title_full | Unlocking the Power of Touch: Exploring Sensory Marketing Strategies |
| title_fullStr | Unlocking the Power of Touch: Exploring Sensory Marketing Strategies |
| title_full_unstemmed | Unlocking the Power of Touch: Exploring Sensory Marketing Strategies |
| title_short | Unlocking the Power of Touch: Exploring Sensory Marketing Strategies |
| title_sort | Unlocking the Power of Touch: Exploring Sensory Marketing Strategies |
| topic | Sensory marketing Touch Brand perception Consumer engagement Tactile stimuli |
| url | https://hdl.handle.net/11073/25777 |