The proliferation of Information and Communication Technologies (ICT) with particular emphasis on internet have been rapidly adapted to tourism, where new opportunities for design and marketing strategies for destinations are being explored in both physical and virtual environments. Furthermore,...

The main purpose of this paper is to investigate how the number, perceived intensity, and frequency of sensory involvement in the consumer-brand relationship, impact brand perception. The research was conducted on a sample of 189 respondents from the Republic of Croatia. To test the hypotheses...

This research was conducted to check the impact of factors related to sensory marketing on street food to the return of international visitors in Ho Chi Minh city (HCMC). The study applied the PLS-SEM model to estimate with five scales groups of factors related to sensory marketing (such as...

The main purpose of this paper is to investigate how the number, perceived intensity, and frequency of sensory involvement in the consumer-brand relationship, impact brand perception. The research was conducted on a sample of 189 respondents from the Republic of Croatia. To test the hypotheses...

Despite the numerous studies on sensory marketing, research that holistically reviews through bibliometric and cluster analysis the ensuing knowledge about this topic remains elusive. This study aims to (1) systematically synthesize, condensate and understand the research regarding sensory...

Im Mittelpunkt der vorliegenden Diplomarbeit steht die Frage, inwiefern Virtual Communities die Anforderungen an den Markenaufbau im Internet erfüllen können. Virtual Communities erfreuen sich z.T. großer Beliebtheit, weil sie verschiedenen menschlichen Bedürfnissen – etwa dem nach...

This paper assesses empirically the relationship between marketing expenditures and sales in the premium car segment in Germany. We employ a new data-set which contains model-specific data on sales (i.e. registrations), restyling activities and marketing expenditures at a monthly basis for the...

This paper investigates the impact of service quality in e-tailing on site visits and consumer demand (approximated by the last-click- through concept). We use a large representative data set obtained from a price-comparison site which covers most of the national (Austrian) market on e-tailing....