Multisensory branding as an effective tool for the formation of consumer behavior in the field of hospitality and service

Anton Yur’evich Anisimov, Irina Alexandrovna Boyko, Alina Viktorovna Zakharenko


The development of the concept of multisensory branding was reviewed and analyzed. The key advantages of functional and instrumental characteristics in terms of the formation of consumer behavior in comparison with traditional approaches are indicated.

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ISSN 2414-4487