Existing research studies on sensory marketing efforts concentrate on the broad impact of sensory stimuli on consumer reactions to different brands. This study narrows down the focus of sensory elements to olfactory and auditory stimuli and attempts to analyze the effect of the stimuli on consumer thoughts. Further the partnership between emotions generated out of these sensory stimuli and consumer purchase decision is being established.
With increasing chaos in the advertising space as multiple brands vie for consumers' attention together, capturing the consumers' attention has become more challenging than ever before for marketers today. Marketers realize the need for an alternative mechanism to fully capture consumer mind talk about in order to improve brand recognition.
The word «identity» is often heard everywhere. People discuss the identity of a company, the law of identity, the identity as a category of philosophical science, the sexual identity, gender identity, the identity of a personality and so on. But what does this term mean, at the end of the day? The understanding and the definition of identity differs depending on who discusses this issue, in what context and with which purpose. While identity may refer to a number of philosophical topics, as well as personal conception/expression, the term itself has the only one source of originating, which is helpful to know if you want to do research on this issue. In this article, you will find the explanation of what is identity from the point of view of different approaches and it will give you essential knowledge to form your personal definition of the term and apply it when necessary.