دور التسويق الحسي في تعزيز العلامة التجارية - دراسة حالة مطعم مشاوي حكايات بمدينة ورقلة

Abstract

The aim of this study is to analyze the dimensions of sensory marketing and its role in promoting the brand. The dimensions of sensory marketing have been expressed through (visual marketing, auditory marketing, olfactory marketing, taste marketing, tactile marketing), while the brand was expressed as one dimension. The researcher chose the Hekayat Grills Restaurant as one of the restaurants that relied on marketing which addresses the senses and feelings. At the end of the study, it was concluded that Hekayat Grills Restaurant uses sensory marketing in addition to the existence of a relationship between sensory marketing and brand promotion, in order ti test the existence of an effect of the sensory marketing dimensions (visual marketing, audio marketing, olfactory marketing, taste marketing, tactile marketing) Hekayat Grills brand.