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Customer Perception and Brand Image Through Sensory Marketing

Customer Perception and Brand Image Through Sensory Marketing

Pankaj Kumar Tyagi, Priyanka Tyagi
Copyright: © 2022 |Pages: 28
ISBN13: 9781799891949|ISBN10: 1799891941|ISBN13 Softcover: 9781799891956|EISBN13: 9781799891963
DOI: 10.4018/978-1-7998-9194-9.ch003
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MLA

Tyagi, Pankaj Kumar, and Priyanka Tyagi. "Customer Perception and Brand Image Through Sensory Marketing." Disruptive Innovation and Emerging Technologies for Business Excellence in the Service Sector, edited by Vipin Nadda, et al., IGI Global, 2022, pp. 41-68. https://doi.org/10.4018/978-1-7998-9194-9.ch003

APA

Tyagi, P. K. & Tyagi, P. (2022). Customer Perception and Brand Image Through Sensory Marketing. In V. Nadda, P. Tyagi, M. Singh, & P. Tyagi (Eds.), Disruptive Innovation and Emerging Technologies for Business Excellence in the Service Sector (pp. 41-68). IGI Global. https://doi.org/10.4018/978-1-7998-9194-9.ch003

Chicago

Tyagi, Pankaj Kumar, and Priyanka Tyagi. "Customer Perception and Brand Image Through Sensory Marketing." In Disruptive Innovation and Emerging Technologies for Business Excellence in the Service Sector, edited by Vipin Nadda, et al., 41-68. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-7998-9194-9.ch003

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Abstract

Firms can be seen as value facilitators, offering various types of services for consumer consumption, as well as value-generating methods, while following a service viewpoint. It has been proposed that a company's relationships with consumers are used to influence value generation processes. Different experiences influence the form and kinds of meaning that consumers interpret in terms of interactive, relativistic, preferential, or perception beliefs, as well as self- and other-oriented values, in these systems. The aim is to make the procedure easier by grouping alternative options into three main explanatory stages of means. Furthermore, the classification's aim was to include an exhaustive classification when none existed in the marketing literature. The three levels are paradoxically both connected to and independent of each other, according to a general observation made here. They can appear concurrently or independently of one another, but they can also be defined separately.

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