Papers by Eglė Juozėnaitė
Technology, Engineering, Management, Enterpreneurship, Learning - International Journal, 2023
The article analyzes the concept of scent marketing, the effects of scent on consumers' perceptio... more The article analyzes the concept of scent marketing, the effects of scent on consumers' perceptions, and reviews the effects of scent on consumers' behavior. Scent marketing is a way of sensory marketing. Scents can be applied in various forms of a product to differentiate, position, and strengthen a brand and its image. Fragrance helps to create a first impression and can affect feelings, emotions, and behavior subconsciously. Consumers semantically connect certain scents to warm sensations, while relating others to cold sensations. Scent manipulations lead consumers to feel warmer or cooler, also scents affect consumers' food consumption behavior, potential voters' preferences, and perception of the environment. Scent positively influences consumers' willingness to pay a price premium, and purchase more premium brands. The right scent can tempt customers to spend longer at a business. Scent marketing plays a role in making the environment more effective, which is why some brands patented their signature fragrances. A signature scent that fits with the brand can evoke positive emotional responses, make customers recall their experiences, and distinguish the brand from its competitors.
Opportunities for Public Relations Specialists to Enhance Their Knowledge in Managing Negative Ugc
INTED proceedings, Mar 1, 2024
Socialiniai tyrimai
Relevance and problem of the topic. Transmitting accurate information in the most appropriate way... more Relevance and problem of the topic. Transmitting accurate information in the most appropriate way is an important today’s need. (Singh, Rai, et al., 2021, p. 2052). Authors Del Valle, 2021; Woodcock, 2018; Jakubanecs et al., 2019; Andrews et al., 2014; Kim et al., 2021; Gravante and Poma, 2021, states that emotional communication is often used to send a message from the sender to the recipient in a clear and compelling way, emotional communication is also used to establish an emotional connection, persuade, create associations, build loyalty, encourage desired consumer behavior. According to Dembek (2016, p. 117), emotions are separated from consumers, adjusted to become unique to the desired brand image (e.g., Coca-Cola), and then passed on to consumers in the hopes of reconciling their emotional state with marketing goals.Problems. Fear and hope tactics are quite often used as marketing and communication tools to influence an audience. It is important to understand the specifics o...
Brand Community as a Versatile Brand-Building Tool
EDULEARN Proceedings
The Role of User-Generated Content in Brand Communication and the Tactics to Encourage It
ICERI2022 Proceedings
Socialiniai tyrimai
Relevance and problem of the topic. Exploring the influence of brand communication on different a... more Relevance and problem of the topic. Exploring the influence of brand communication on different audiences is a complex and responsible process because the same communicated message to different audiences can be understood differently. An improperly communicated message may not reach the audience, be misunderstood, or provoke a hostile reaction, however, a properly chosen communication message may have the desired influence to the audience. How to communicate with different audiences and what methods to choose are especially important in today’s rapidly changing context.The problem analyzed in this article can be defined by the following questions: How to communicate with the audience? What influences to choose from? Based on this information, it will be possible to continue research in the field of public relations management to reveal the influence of brand communication on the audience, it can help brands to gain a competitive advantage in the markets and create greater added valu...
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Papers by Eglė Juozėnaitė