NORTH SOUTH UNIVERSITY

Submitted to:

Dr. Mohammad Tayeenul Hoque

Assistant Professor & Chairman
Department of Marketing & International Business
North South University

Submitted by:

NAME ID Course Section

Abdullah Al Jubair 152 1968 630 Mkt 470 1
Research Arena Source Findings Gap
1. Sensory Hultén, B. (2011). 1. A sensorial strategies To build human senses
marketing: the Sensory and three explanatory in value-generating
multi-sensory marketing: the levels should apply in processes, multi-
brand- multi-sensory SM model firm , as per sensory plays an
experience brand-experience multi-sensory brand- important role.
concept concept. European experience hypothesis
Business suggests.
Review, 23(3), 2. To distinguish and
256-273. position a brand image
in the human brain, a
firms needs to use
sensors, sensations, and
sensory expressions
2. A Conceptual Helmefalk, M., & 1. Tourism marketing These papers have lack
Model: Hultén, B. (2017). procedures are not of evidence on how
Multisensory Multi-sensory enough to create destination branding
Marketing congruent cues in awareness and can be influenced to
and designing retail motivation amongst enhance and how can
Destination store atmosphere: travelers. be reduced the fears of
Branding Effects on 2. The tourism industry financial implications
shoppers’ needs a paradigm shift of the consumer.
emotions and from 2-D to 5-D
purchase marketing, to keep up
behavior. Journal with the demands and
of Retailing and expectations of the
Consumer customers.
Services, 38, 1-11. 3. In order to create
authenticity and
experience among
customers, an inter-
medial mix of sound,
sight, smell, touch and
taste should be
encouraged with tourism
marketing.

3. Validation of Cho, E., Fiore, A. 1. Based on a review of 1. These papers

a Fashion M., & Russell, D. scholarly literature and identify the
Brand Image W. (2015). industry-based limits of the
Scale Validation of a information and on scale’s
Capturing fashion brand interview findings, applicability of
Cognitive, image scale subthemes the brand U.S.
Sensory, and capturing image. consumers’,
Affective cognitive, sensory, 2. The critic of brand who are
 Associations: and affective personality dimensions, associations
Testing Its associations: overview to non-U.S. with fashion
Role in an Testing its role in consumers which is brands.
Extended an extended brand cautioned against the 2. Asian
Brand Equity equity cultural and consumers
Model model. Psychology psychographic prefer the item
& characteristics that may which reflects
Marketing, 32(1), have huge moderate their prestige as
28-48. effects on part of the
conceptualization on the cognitive
three brand image dimension.
dimensions and 3. Such cross-
relationships within the cultural
consumer-based brand researches
equity model. disclose
3. These articles support differences,
experiential marketing which may be
trends that emphasize helpful in
the role of all three developing
which affecting effective brand
consumer perceptions, strategies for
preferences, attitudes, global brands
choices, and sold in various
consumption behaviour. markets.

4. The relative Mueller, S., & The experienced consumers use This approach has
influence of Szolnoki, G. only a small set of predictive potential limitations
packaging, (2010). The product attributes for their because possible
labelling, relative influence decisions, while unexperienced evaluation variance
branding and of packaging, consumers still have to orientate between the identical
sensory labelling, branding in the multiplicity of intrinsic stimuli is attributed to
attributes on and sensory and extrinsic characteristics. the impact of extrinsic
liking and attributes on liking And indicate that the purchase attributes, potentially
purchase and purchase intent construct captures both inflating their effect.
intent: intent: Consumers perceived product quality and A larger test design also
Consumers differ in their taste preferences on one side reduces the risk that
differ in their responsiveness. Fo and economic constraints on the respondents might
responsivenes od quality and other side. Considering become aware of the
s preference, 21(7), consumer heterogeneity manipulation of
774-783. allowed a more differentiated evaluating the same
sensory stimulus in
explanation of consumer
different informed
behaviour in our sample.
conditions.
5. Multi-sensory Von Wallpach, S., The approaches brand their inability to
sculpting & Kreuzer, M. knowledge retrieval from an actually appreciate the
(MSS): (2013). Multi- embodied cognition multi-sensory,
Eliciting sensory sculpting perspective, assuming that predominantly non-
 embodied (MSS): Eliciting brand-related cognitive conscious nature of
brand embodied brand representations result from embodied brand
knowledge knowledge via conscious and non-conscious knowledge. Need for a
via multi- multi-sensory brand experiences involving method directly
sensory metaphors. Journa multiple senses. Consumers stimulating multiple
metaphors l of Business store embodied brand senses and an analysis
Research, 66(9), knowledge on a predominantly approach considering
1325-1331. non-conscious and modality- multi-sensory
specific level and use multi- metaphors individuals
sensory metaphors to express use in expressing
embodied knowledge. embodied brand
multi-sensory sculpting (MSS) knowledge.
as a method that allows
retrieving embodied brand
knowledge via multi-sensory
metaphors and proposes a
multi-layered metaphor analysis
procedure to interpret these
multi-sensory data.
management highlighting the
advantages of MSS compared
to other methods.
6. Influence of Moreira, A. C., 1. Various brands use the Because of the
sensory Fortes, N., & sensory stimulation to application of suitable
stimuli on Santiago, R. induce desired sample on this research
brand (2017). Influence behaviours among their paper the results cannot
experience, of sensory stimuli customers. be generalised to the
brand equity on brand 2. Research has been entire population of
and purchase experience, brand conducted on sensory consumers.
intention equity and marketing because of its
purchase effectiveness in
intention. Journal recognising the business
of Business context.
Economics and 3. Sensory marketing
Management, 18(1 generate customer
), 68-83. loyalty through a
process of
differentiation in which
provision of services,
often goes beyond
colours that fascinate
consumers attention.
7. Light as a Van Rompay, T. The experience of a less This research did not
feather: J., Fransen, M. L., concentrated smell, which take an aspect that may
Effects of & Borgelink, B. G. presented in the top-left region also carry its own
packaging (2014). Light as a of the package meanings. And this
 imagery on feather: Effects of In addition, findings also shows research is less in
sensory packaging imagery that location and movement straight forward.
product on sensory product visuals influence brand image
impressions impressions and and consumer preference.
and brand brand
evaluation evaluation. Market
ing letters, 25(4),
397-407.

SUMMERY: Marketing policy is most important role play of our devolping market place.Every
devolopiing Buisness company followed some ideal structure or uniq policy.which is their
buisness more suitable places or upgraded. Sensory marketing policy is one of them.it also seek
to propose a sensory marketing model of the multi sensory brand experience hypothesis. Muti
sensory or SM model firms as sensors sensertions and sensory expression to differentiate and
position a bond in the human mind a image other hand multi sensory brand experience
hypothesis emphasizes the significance of the human mind and sence in value genereting process
.to distinguish and position a brand image in the human brain a firms need to use sensors and
sensory expression. tourism is crutian part of our multi sensory marketing and destination
branding .Tourism marketing procedures are not enough to create awareness and motivation
amongst travelers.In order to create authenticity and experience among customers.Validation of a
Fashion Brand Image Scale Based on a review of scholarly literature and industry-based
information and on interview findings, subthemes the brand image.Asian consumers prefer the
item which reflects their prestige as part of the cognitive dimension. The relative influence of
packaging, labelling, branding and sensory attributes on liking and purchase intent construct
captures both perceived product quality and taste preferences on one side and economic
constraints on the other side. Considering consumer heterogeneity allowed a more differentiated
explanation of consumer behaviour in our sample.A larger test design also reduces the risk that
respondents might become aware of the manipulation of evaluating the same sensory stimulus
in different informed conditions.multi-sensory sculpting (MSS) as a method that allows
retrieving embodied brand knowledge via multi-sensory metaphors and proposes a multi-layered
metaphor analysis procedure to interpret these multi-sensory data.management highlighting the
advantages of MSS compared to other methods. multiple senses and an analysis approach
considering multi-sensory metaphors individuals use in expressing embodied brand
knowledge.Influence of sensory stimuli on brand experience, brand equity.Various brands use
the sensory stimulation to induce desired behaviours among their customers.Because of the
application of suitable sample on this research paper the results cannot be generalised to the
entire population of consumers.sensory product impressions and brand evaluation,The
experience of a less concentrated smell, which presented in the top-left region of the
package.This research did not take an aspect that may also carry its own meanings. And this
research is less in straight forward.All those think should be followed and should take steps
properly.