El impacto del marketing sensorial en los consumidores y en la identidad de marca: caso Michelle Belau

• Autores: Carranza Berrio, Ximena, Castañeda Villegas, Brenda Fiorella
• Formato: tesis de grado
• Fecha de Publicación: 2023
• Institución: Universidad de Lima
• Repositorio: ULIMA-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.ulima.edu.pe:20.500.12724/19803
• Enlace del recurso: https://hdl.handle.net/20.500.12724/19803
• Nivel de acceso: acceso abierto
• Materia: Marketing; Comportamiento del consumidor; Imagen corporativa; Marcas comerciales; Branding (Marketing); Consumer behavior; Corporate image; Trademarks; https://purl.org/pe-repo/ocde/ford#5.08.00

This thesis delves into the realm of sensory marketing in the context of the retail industry, focusing on the clothing brand Michelle Belau. By skillfully engaging all five senses – scent, sight, sound, taste, and touch – Michelle Belau creates a distinctive and memorable brand experience that profoundly influences consumer behavior. Key findings highlight the effectiveness of sensory elements such as distinctive aromas, tactile experiences, and carefully curated visual and auditory stimuli. These sensory strategies not only contribute to brand recognition and recall but also enhance customer loyalty and repeat purchase behavior. In conclusion, this research underscores the significant impact of sensory marketing on consumers and its role in strengthening brand identity. The study's methodologies, including observation, semi-structured interviews, and structured surveys of 200 customers, reveal that sensory marketing is a powerful tool for establishing emotional connections with customers and achieving success in the highly competitive retail sector.