Sensory marketing and its relationship to electronic brand reputation management: A case study within the framework of the theory of association

Document Type : Original Article

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A teacher of public relations and advertisements at the Higher Institute of Media and Communication Arts, Al-Jazeera Academy

Abstract

This research deals with the role of sensory marketing mechanisms for food companies operating in Egypt in Egypt in managing the reputation of the electronic brand, within the framework of the theory of association, by relying on the case study approach and applying a deliberate sample of 400 individuals from the customers of the same study companies, as the researcher seeks through this study To provide a guide for marketers and advertisers on how to use this relatively recent type in managing the organization's reputation and its brand The study found that the public's evaluation of sensory marketing as a whole is positive, and it was noted that the feelings of the brand were dominant, followed by feelings of enthusiasm and dominance over the audience. and retrieval and association with the brand

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