Today, the portion of food eating out has increased due to the consolidation of nuclear families, the rise of single-person households, the rise of female activity, the five-day workweek and the rise of work.
Consumers no longer feel satisfied with price and quality but with being able to satisf...
Today, the portion of food eating out has increased due to the consolidation of nuclear families, the rise of single-person households, the rise of female activity, the five-day workweek and the rise of work.
Consumers no longer feel satisfied with price and quality but with being able to satisfy their emotional and cultural needs. Beyond the framework of basic issues, values and independent tendencies for individual happiness are grow. That the company unconsciously enhances positive images of brands by using the five senses of vision, hearing, smell, taste, and touch that govern human emotions Based on prior studies the study will verify the influence of the senses of emotional marketing on brand perception, brand attitude, and purchase intention.
The survey was conducted on customers who have used a casual restaurant within the month from October 30, 2017 to November 15, 2017.
350 parts were distributed for final analysis of 341 (97.4 %). All analyses used the SPSS 18.0 and AMOS 18.0 statistical packages.
Research has shown that the five senses of emotional marketing - visual, auditory, olfactory, taste, and tactile - all have significant effects on brand perception. Brand awareness has a significant influence on brand attitudes, brand perception has a significant effect on buying intentions, and brand attitudes have a significant influence on buying intentions.
This study provided the basic materials for studies on emotional marketing for food service industry by conducting an empirical analysis. The five senses of emotional marketing are color marketing using visual elements, sound using auditory factors, music marketing, aroma marketing using olfactory elements, and culture using various taste and tactile factors marketing experiences.
From now on, restaurants and casual restaurants should focus on emotional marketing regularly and educate consumers about the brand through various promotions And should secure regular customers by increasing intention of purchase and move forward further if applied to practical practice marketing focusing on experience marketing by researching five senses marketing cases of successful restaurant companies.
Today, the portion of food eating out has increased due to the consolidation of nuclear families, the rise of single-person households, the rise of female activity, the five-day workweek and the rise of work.
Consumers no longer feel satisfied with price and quality but with being able to satisfy their emotional and cultural needs. Beyond the framework of basic issues, values and independent tendencies for individual happiness are grow. That the company unconsciously enhances positive images of brands by using the five senses of vision, hearing, smell, taste, and touch that govern human emotions Based on prior studies the study will verify the influence of the senses of emotional marketing on brand perception, brand attitude, and purchase intention.
The survey was conducted on customers who have used a casual restaurant within the month from October 30, 2017 to November 15, 2017.
350 parts were distributed for final analysis of 341 (97.4 %). All analyses used the SPSS 18.0 and AMOS 18.0 statistical packages.
Research has shown that the five senses of emotional marketing - visual, auditory, olfactory, taste, and tactile - all have significant effects on brand perception. Brand awareness has a significant influence on brand attitudes, brand perception has a significant effect on buying intentions, and brand attitudes have a significant influence on buying intentions.
This study provided the basic materials for studies on emotional marketing for food service industry by conducting an empirical analysis. The five senses of emotional marketing are color marketing using visual elements, sound using auditory factors, music marketing, aroma marketing using olfactory elements, and culture using various taste and tactile factors marketing experiences.
From now on, restaurants and casual restaurants should focus on emotional marketing regularly and educate consumers about the brand through various promotions And should secure regular customers by increasing intention of purchase and move forward further if applied to practical practice marketing focusing on experience marketing by researching five senses marketing cases of successful restaurant companies.
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