Book chapter of Dr. Fondevila et altri on sensory marketing
“Advertising and marketing using senses: empirical analysis” is the book chapter of Dr. Joan Francesc Fondevila Gascón, Dr. Joaquim Marqués Pascual and Dr. Josep Rom Rodríguez that appears in the book by Victoria Tur-Viñes, Irene García-Medina and Tatiana Hidalgo-Marí (Coords.) Creative Industries Global Conference (pp. 1-9), Digital World Collection of Mediterranean Magazine of Communication (Alicante: University of Alicante, ISBN: 978-84-617-9387-7 DOI:10.14198/MEDCOM/2017/12_cmd).
In the research, through an experimental quantitative methodology, factors of consumer behavior are analyzed. It is concluded that sensory marketing stimulates consumer perception and probability of purchase.
The research corresponds to the Research Group on Digital Journalism and Marketing and Broadband and the Research Group on Innovative Systems of Monetization of Digital Journalism, Marketing and Tourism (SIMPED), from CECABLE, the Pompeu Fabra University, the Mediterrani University School of Universitat de Girona, Blanquerna-Universitat Ramon Llull and Universitat Autònoma de Barcelona, of which Dr. Joan Francesc Fondevila Gascón is the principal investigator, and the URL of the GRECC Group.
