Yes / Amidst strong competition and lack of resources and functional superiority, ethical brands may seek an experiential approach to marketing online. A between-subjects online experiment (N=308) shows that ethically congruent visual and auditory cues, and a tactile priming statement, positively influence consumers' willingness to pay (WTP) for an ethical brand online. Altruistic and Biospheric value-orientation (ALTBIO) and Need for Touch (NfT) were considered as moderators to account for specific segments. For consumers with high ALTBIO, the effects of visual and auditory cues are mediated by Consumer Perceived Brand Ethicality (CPBE). Tactile priming has a significant effect only for consumers with high NfT. However, the interaction between the three cues has a positive effect on WTP irrespective of CPBE, ALTBIO, and NfT. Findings illustrate multisensory marketing's efficacy in fostering sensible consumption (considerate of natural and societal environments and their inhabitants) online for the mass-market and specific segments by creating an experiential customer judgement-context.

Vi har i vår studie valt att undersöka hur modebutiker kan påverka kundernas köpbeteende för att öka försäljningen med hjälp av sinnesmarknadsföring.  Syftet med vår studie är att ta reda på hur sinnesmarknadsföring används och kan användas av butiker för att öka försäljningen. I vår slutsatts fann vi att sinnesmarknadsföring har en betydande roll för kundernas köpbeteende och försäljningen i butiken. / We have in our study chose to examine how fashion stores can influence customer buying behavior to increase sales through sensory marketing. The aim of our study is to find out how sensory marketing is used and can be used by stores to increase sales. In our final set, we found that sensory marketing has a significant role in customer behavior and sales in the store.

Syfte och forskningsfrågor Studiens syfte är att undersöka hur servicelandskapet på traditionella caféer kan påverka de olika sinnena och kundens upplevelser. Syftet är också att kunna påvisa vad som kan anses vara unikt i servicelandskapet för traditionella caféer. Studien ska även undersöka vilka faktorer och värdegrunder som kan förstärka konkurrenskraften för traditionella caféer på marknaden. Forskningsfrågan som vi har valt formuleras följande: • Hur kan traditionella caféer utveckla sitt servicelandskap för ökad konkurrenskraft, med stöd av sinnesorienterad marknadsföring? Metod Studien är utformad utifrån en kvalitativ studie som har en kombination av deduktiv och induktiv ansats, som också benämns abduktiv ansats. Det empiriska materialet är insamlat på ett strategiskt sätt och innefattas av sex semistrukturerade intervjuer. Slutsatser Studiens resultat har påvisat att sinnesmarknadsföringen har en stor betydelse för servicelandskapet. Om sinnena tillsammans med servicelandskapets stil och tema överensstämmer med varandra kan det leda till en starkare upplevelse och kvalité för kunden. Studien har vidare visat att flexibiliteten och tillgängligheten av servicelandskapet kan appliceras i serviceprocessen för att stärka konkurrenskraften på marknaden. / Purpose and research question The purpose of this thesis is to investigate how the servicescape in traditional cafés can affect the different senses and the customers experience. The purpose is also to demonstrate what could be unique in the servicescape of traditional cafés. The thesis will also examine various factors and value bases which can strengthen the competitiveness for traditional cafés on the market. The research question we have chosen to examine is following: • How can traditional cafés develop their servicescape to strengthen their competitiveness, with support of multisensory marketing? Method This research is developed from a qualitative study which has a combination by deductive and abductive approach. The empirical material is collected on a strategic way and contains six semi structured interviews. Conclusions The result of the research has proven that multisensory marketing is by considerable importance to the service scape. If the senses together with the servicescapes style and theme is consistent with each other, it can lead to a stronger experience and quality for the costumer. The research has also shown that the flexibility and availability of the servicescape can be applied in the service process to strengthen the competitiveness on the market.

It seems that online retail is erasing the presence of physical stores, referred to as the retail apocalypse. Consumers’ desire to experience brands is increasing whilst sensory experiences in the online retail environment are limited. It is increasingly important for brands to be attainable through physical interaction for consumers to stay loyal, a fundament for the experience economy. Therefore, the pop up phenomenon could be considered an approach to blur the line between physical and online stores. The aim of this research is to create an understanding of how the pop up phenomenon is experienced by phygital companies in Sweden, exploring their use of multisensory marketing through pop ups and the effect it has on the brand. A qualitative and exploratory approach with semi-structured and asynchronous interviews including nine managers from the pop up industry was conducted. The data collected was analysed through a thematic approach and compared to existing literature. From the findings, two pop up purposes were identified: (1) pop ups with a long-term marketing purpose to enhance the brand, and (2) pop ups with a short-term selling purpose. Further, the empirical findings of this study suggest that the usage of multisensory experiences was recurrently found to be done unintentionally by the firms, indicating a lack of knowledge of its impact on customer behaviour in the long-term. From combining literature and findings a model was created explaining how firms can use the pop up phenomenon to successfully enhance the company’s brand. This research provides insights of managers’ personal experiences of the phenomenon and explores how pop ups can be a useful tool for a company's brand.