Az érzékszervi márkázás hatása a márka arculati elemeinek felismerésére és észlelésére a kolozsvári Z generáció körében
The impact of sensory branding on the recognition and perception of brand identity elements among Generation Z in Cluj-Napoca

Summary/Abstract: The research examines the impact of sensory branding on the recognizability of a brand’s visual elements. The concept of sensory branding is based on the idea that stimuli perceived by our senses influence consumer decision-making, memory, and behaviour, thereby providing an advantage for a brand. The research is grounded in an experiment and the associated pre- and post-tests, through which I investigate how a multisensory context linked to a specific colour affects brand recognition among Gen Z high school students in Cluj-Napoca. The goal is to demonstrate that, under the influence of sensory stimuli, elements associated with a brand’s visual identity can be recalled more accurately, particularly when examined in the context of a generation that has grown up in a visually oversaturated world.

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