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Impact of Sensory Marketing on Buying Behavior
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Author(s)/Editor(s): Reena Malik (Chitkara University, India), Shivani Malhan (Chitkara University, India)and Manpreet Arora (Central University of Himachal Pradesh, India)
Copyright: ©2025
DOI: 10.4018/979-8-3693-9351-2
ISBN13: 9798369393512
EISBN13: 9798369393536
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DescriptionIn an increasingly competitive marketplace, sensory marketing has emerged as a powerful strategy for influencing consumer behavior. By engaging the senses—sight, sound, smell, taste, and touch—brands can create immersive experiences that deeply resonate with customers, shaping their perceptions and driving purchasing decisions. Understanding the impact of sensory stimuli on buying behavior is essential for businesses looking to differentiate themselves and build lasting connections with their audience in today’s sensory-driven economy. Impact of Sensory Marketing on Buying Behavior offers a thorough exploration of how sensory cues affect consumer decision-making. The book delves into the psychological and emotional responses triggered by sensory stimuli, analyzing how these responses influence shopping habits, brand loyalty, and overall consumer engagement. With case studies and practical insights, this resource equips marketers, researchers, and business professionals with the tools needed to harness the power of sensory marketing and optimize customer experiences.
Reviews and Testimonials
With advanced qualifications in English Language and Linguistics, including an ongoing PhD, a Master of Philosophy in Linguistics, and a Master of Arts in Linguistics, my work is deeply rooted in the field of language education and research. Over the past decade, I have published 30 research papers, contributing valuable insights into language acquisition, pedagogy, and linguistics. My 14 years of experience in English teaching, combined with roles as an English Instructor and Visiting Lecturer, underscore a strong commitment to enhancing language proficiency and teaching methodologies. These experiences have equipped me with a robust foundation in academic and practical language instruction, making my work relevant to both educational institutions and learners alike.
– Lathisha Ramanayake
Author's/Editor's Biography
Reena Malik (Ed.)
Reena Malik
presently working as an Assistant Professor in Chitkara Business School, Chitkara University, Punjab, India. She is Ph.D in Management and Post graduate in Management,Mass Communication (Gold Medal) and Commerce. She has qualified UGC/NTA NET in both Commerce and Management. She has published more than 30 papers in reputed national and international journals and presented papers in various government sponsored seminar and conferences. She has five books to her credit. Having a teaching experience of more than nine years, she is actively working in the research area of Marketing and Finance.
Shivani Malhan (Ed.)
Shivani Malhan
is working as an Assistant Professor in Chitkara University. She completed her PhD in July,2020. Also, she has a corporate experience of two years in Tata Motors where she worked as a Territory Sales Manager and Regional Accessories manager. Moreover, she has worked as an Assistant Professor in DAV University in Marketing Management for five years. She has published many research papers in UGC Care listed journals and scopus indexed journals and has attended many national and international conferences and seminars. She has been awarded the “Best research paper presentation award” by IIT Roorkee.
Manpreet Arora (Ed.)
Dr.
Manpreet Arora
, Associate Professor of Management at the Central University of Himachal Pradesh, Dharamshala, India, brings over twenty-three years of exemplary teaching and academic expertise. A Gold Medallist and consistent merit holder, Dr. Arora has made substantial contributions to the field of management through her extensive research and prolific publication record. With over a hundred plus scholarly works, including approximately fifty eight Scopus-indexed documents, her research has garnered significant recognition in academic circles. Her research spans diverse areas including Microfinance, Sustainable Development Goals, Corporate Communications, and Qualitative Research, reflecting her broad expertise and dedication to addressing critical global issued. Arora has published 35 plus papers in prestigious national and international journals indexed in Scopus, WoS, and other esteemed categories. Additionally, she has contributed more than seventy book chapters for leading publishers such as Emerald, Routledge, CABI, Springer Nature, and AAP. In addition to her academic achievements, Dr. Arora has been sought after for her insights beyond the classroom. She was interviewed by Al Jazeera for her expert perspectives on festivals in India, highlighting her ability to connect academic research with cultural discourse. As a mentor, she supervises both Doctoral and Postgraduate students, nurturing future leaders in management studies. Dr. Arora's editorial skills are showcased in her role as editor of thirteen books published by renowned national and international publishers, including five with the prestigious IGI Global. Currently, she is exploring innovative areas such as the Metaverse, entrepreneurship, and tourism, further establishing her as a visionary in management research. Her impactful contributions reflect a multifaceted professional excelling in academia, research, and social advocacy, continuously advancing knowledge and fostering meaningful societal change.
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