Marketing sensorial en el sector de la moda femenina: El olor de las tiendas en Madrid
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Redalyc
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| Format: | Artículo científico |
| Language: | en |
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Universidad de Concepción
2021
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| _version_ | 1876486706619744256 |
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| author | Cristóbal Fernández Muñoz |
| author_facet | Cristóbal Fernández Muñoz |
| contents | Marketing sensorial en el sector de la moda femenina: El olor de las tiendas en Madrid Cristóbal Fernández Muñoz Felisa Arribas Pérez Cristina Martín Zapata Administración y Contabilidad smell cities sensory commerce Marketing Smell is one of the most powerful senses and one that best connects emotionally with individuals. For these reasons, large companies are using scent marketing techniques in order to create better and more memorable experiences for consumers while adding value to their products and services. Given the growing importance of scent marketing, our work focuses on studying the use of this technique in three female fashion chain stores in Madrid, Spain, and how it impacts their olfactory environments. Qualitative and quantitative techniques were used to measure the importance and experiences of young women regarding aromas within the stores and in their vicinities. 2021 artículo científico 0719-6245 https://www.redalyc.org/articulo.oa?id=560865631003 https://www.redalyc.org/journal/5608/560865631003/ https://www.redalyc.org/journal/5608/560865631003/html/ https://www.redalyc.org/journal/5608/560865631003/560865631003.epub https://www.redalyc.org/journal/5608/560865631003/movil en http://www.redalyc.org/revista.oa?id=5608 Revista Academia & Negocios application/pdf Universidad de Concepción Revista Academia & Negocios (Chile) Num.1 Vol.7 |
| format | Artículo científico |
| id | redalyc_560865631003 |
| institution | Redalyc |
| language | en |
| publishDate | 2021 |
| publisher | Universidad de Concepción |
| spellingShingle | Marketing sensorial en el sector de la moda femenina: El olor de las tiendas en Madrid Cristóbal Fernández Muñoz Administración y Contabilidad smell cities sensory commerce Marketing Marketing sensorial en el sector de la moda femenina: El olor de las tiendas en Madrid Cristóbal Fernández Muñoz Felisa Arribas Pérez Cristina Martín Zapata Administración y Contabilidad smell cities sensory commerce Marketing Smell is one of the most powerful senses and one that best connects emotionally with individuals. For these reasons, large companies are using scent marketing techniques in order to create better and more memorable experiences for consumers while adding value to their products and services. Given the growing importance of scent marketing, our work focuses on studying the use of this technique in three female fashion chain stores in Madrid, Spain, and how it impacts their olfactory environments. Qualitative and quantitative techniques were used to measure the importance and experiences of young women regarding aromas within the stores and in their vicinities. 2021 artículo científico 0719-6245 https://www.redalyc.org/articulo.oa?id=560865631003 https://www.redalyc.org/journal/5608/560865631003/ https://www.redalyc.org/journal/5608/560865631003/html/ https://www.redalyc.org/journal/5608/560865631003/560865631003.epub https://www.redalyc.org/journal/5608/560865631003/movil en http://www.redalyc.org/revista.oa?id=5608 Revista Academia & Negocios application/pdf Universidad de Concepción Revista Academia & Negocios (Chile) Num.1 Vol.7 |
| title | Marketing sensorial en el sector de la moda femenina: El olor de las tiendas en Madrid |
| topic | Administración y Contabilidad smell cities sensory commerce Marketing |
| url | https://www.redalyc.org/articulo.oa?id=560865631003 https://www.redalyc.org/journal/5608/560865631003/ https://www.redalyc.org/journal/5608/560865631003/html/ https://www.redalyc.org/journal/5608/560865631003/560865631003.epub https://www.redalyc.org/journal/5608/560865631003/movil |