In recent years research on sensory marketing has attracted the attention of marketing researcher... more In recent years research on sensory marketing has attracted the attention of marketing researchers and scholars alike. The purpose of this study is to investigate the impact of sensory stimuli that is used to create arousal, and to examine whether this arousal influences consumer attitudes and purchase intentions. Previously documented literature was used as a foundation for this research while additional opportunities to expand this topic’s literature was identified. While previous studies and results on sensory marketing exist, there is a lack of South African related literature on the concept. The quantitative research approach was used to measure the proposed conceptual model and hypotheses, and the convenience sampling method was chosen as the technique to acquire the required sample. To facilitate this study, a seven-point Likert scale was used with questions and statements adapted from previous literature. Of the 300 distributed surveys, 279 were returned, deemed viable, proc...
The evolution of technology and communication has led to the rise in the usage of mobile devices ... more The evolution of technology and communication has led to the rise in the usage of mobile devices which provide individuals with access to the internet and various social networking applications.
The aim of the study was to investigate students’ perceptions of the effectiveness of product pla... more The aim of the study was to investigate students’ perceptions of the effectiveness of product placements and to determine whether they are aware of product placements, whether they pay any attention to product placements and whether the exposure to product placements has influenced their purchasing behaviour in any way. This study adopted a quantitative research approach and employed the case study design; hence, the main focus of this study is on how students, based at private higher institution in Durban, perceive the effectiveness of product placement. The study was conducted at a private higher education institution with an estimated population of 1000; the sample size was 135. The form of non-probability convenience sampling method was employed. Although the form of non-probability sampling techniques is not common in quantitative studies, sufficient representation was ensured. Hence, the research results were able to be generalised from a sample to a population. Quantitative d...
The evolution of technology and communication has led to the rise in the usage of mobile devices ... more The evolution of technology and communication has led to the rise in the usage of mobile devices which provide individuals with access to the internet and various social networking applications.
In recent years research on sensory marketing has attracted the attention of marketing researcher... more In recent years research on sensory marketing has attracted the attention of marketing researchers and scholars alike. The purpose of this study is to investigate the impact of sensory stimuli that is used to create arousal, and to examine whether this arousal influences consumer attitudes and purchase intentions. Previously documented literature was used as a foundation for this research while additional opportunities to expand this topic’s literature was identified. While previous studies and results on sensory marketing exist, there is a lack of South African related literature on the concept. The quantitative research approach was used to measure the proposed conceptual model and hypotheses, and the convenience sampling method was chosen as the technique to acquire the required sample. To facilitate this study, a seven-point Likert scale was used with questions and statements adapted from previous literature. Of the 300 distributed surveys, 279 were returned, deemed viable, proc...
The evolution of technology and communication has led to the rise in the usage of mobile devices ... more The evolution of technology and communication has led to the rise in the usage of mobile devices which provide individuals with access to the internet and various social networking applications.
The aim of the study was to investigate students’ perceptions of the effectiveness of product pla... more The aim of the study was to investigate students’ perceptions of the effectiveness of product placements and to determine whether they are aware of product placements, whether they pay any attention to product placements and whether the exposure to product placements has influenced their purchasing behaviour in any way. This study adopted a quantitative research approach and employed the case study design; hence, the main focus of this study is on how students, based at private higher institution in Durban, perceive the effectiveness of product placement. The study was conducted at a private higher education institution with an estimated population of 1000; the sample size was 135. The form of non-probability convenience sampling method was employed. Although the form of non-probability sampling techniques is not common in quantitative studies, sufficient representation was ensured. Hence, the research results were able to be generalised from a sample to a population. Quantitative d...
The evolution of technology and communication has led to the rise in the usage of mobile devices ... more The evolution of technology and communication has led to the rise in the usage of mobile devices which provide individuals with access to the internet and various social networking applications.
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