Identified theoretical features of empirical research, the emotional attitude to the products of the brand and the importance of past consumption experience for the marketing of the enterprise are considered. The main elements and values of the marketing impact of empirical research on the consumer, as well as their research methods, are highlighted.
It is considered the essence of the multisensory marketing and distinguished its basic instruments. It is researched the influence of constituents of the multisensory marketing on consumers’ behavior
