Application of Sensory Marketing Techniques at Marengo, a Small Sustainable Men’s Fashion Store in Spain: Based on the Hulten, Broweus and van Dijk Model
Round 1
Reviewer 1 Report
The topic of sensory marketing is an interesting and actual one, with significant contributions to nowadays marketing. Still, the literature hasn’t yet approached the subject at its importance. So, I consider that the paper contributes to the knowledge of the field of study. Although the paper is structured in a logical and clear meaner, I appreciate that relevant information could be added to the following sections, and major revisions have to be made especially regarding the presentation of the experiment:
- the abstract can be improved with more information about the purpose, methodology and results of the paper, especially the contributions to the field;
- Rows 171-172 – unclear
- If possible, update this information: “consumer demand for men's fashion is expected to reach about 80 billion by 2021” – row 267
- The manuscript must be curated, information like “The Materials and Methods should be described with sufficient detail to allow others to replicate and build on the published results. Please note that the publication of your manuscript implies that you must make all materials, data, computer code, and protocols associated with the publication available to readers. Please disclose any restrictions…………” is probably not part of the paper – rows 314-328 – as they are part of the template file
- More details regarding the Hulten, Broweus and van Dijk model must be provided;
- the description of the research methodology has to be improved, with more information about the type of research (causal research) and why this type of experiment was chosen;
- Rows 451-453: “This section may be divided into subheadings. It should provide.....” – to be removed
- Table 1. Experimentation results:
- Relative values (not only absolute values) would bring more light on how the experiment influenced the indicators that were measured. Could the results be validated?
- Please bring more clarity to the ideas in rows 457-458
- The discussions section should be improved maybe in contrast with the results of other similar research – especially for ideas to validate the results, also limitations of the research should be clearly presented as the experiment seems to be more a pilot experiment for more similar research to come.
- Row 498: “Authors should discuss the results and how they can be interpreted from the perspective of previous studies and of the working hypotheses. The findings and their implications should be discussed in the broadest context possible. Future research directions may also be highlighted.” – this is part of the template
- Provide more and improved conclusions, maybe also further research direction.
Author Response
Dear reviewer: thank you very much for your time and effort in reviewing our text. We thank you very much for your comments, because thanks to your modification we consider that the text is now more solvent.
We would like to clarify each of the annotations:
- We have tried to improve the summary by providing more information on the items raised by the reviewer: purpose, methodology and the results of the work, in addition to, especially the contributions to the field;
- Rows 171-172 - unclear: In this regard, the wording has been redone to make the text clearer and more understandable.
- The sales forecast figures for the year 2022 have been updated.
- The remaining paragraphs of the template have been deleted.
- A specific section on the Hulten, Broweus and van Dijk model has been added.
- The description of the research methodology has been improved, with more information on the type of research (causal research), explaining the reasons why this type of experiment was chosen;
- The ideas that remained unclear have been clarified (especially those in lines 457-458).
- The sections on results, conclusions and discussions have been improved, exposing the limitations of the study and suggesting future lines of research.
Thank you very much, again.
Author Response File: 
Author Response.docx
Reviewer 2 Report
Major Comments
Relevance of the conference or workshops and Importance of Topic
The proposed research paper "Application of Sensory Marketing Techniques at Marengo, a Small Sustainable Men's fashion store in Spain: Based on the Hulten, Broweus and van Dijk Model" is relevant to the journal publication. The authors clearly defined the aim of the research. Moreover, the work cohesively follows the defined structure. Critical elements of sensory marketing techniques are identified and thoroughly analyzed in the paper. Consequently, proving the reliability of the Hulten, Broweus, and van Dijk models.
Quality of analysis & evidence
Paper Strength
- The paper aimed to assess the current situation in sensory marketing and highlight its potential for improving the consumer's shopping experience at points of sale, helping to consolidate small sustainable men's fashion stores.
- The introduction is very well organized and structured, where the authors address available literature and define the course of the paper. Literature outlined some gaps that exist within applications of sensory marketing. Authors have studied more than sixty various publications. Some articles were published outside the five years; however, most of them carry value for this paper.
- The theoretical framework is organized well and addresses the issue identified in the introduction. One suggestion to the authors would be to modify the literature and check several more recent publications in the field of sensory marketing.
- The section on materials and methods addresses the sustainability of the paper. Authors have used an experimentation method that was significant; however, an experiment conducted for three days for a couple of hours might not provide the data sets needed to make informed decisions. Authors might suggest providing more empirical evidence that would deeply validate obtained results.
- Results and discussions could have been done better; however, the authors did a good job using their information. Whether authors can improve or not? Yes, they can if they have had more datasets, as mentioned above.
- The conclusion addresses the elements and characteristics of sensory marketing identified in the research introduction. The usability of the model is discussed and later supported, meaning that the Hulten, Broweus, and van Dijk Model works.
Paper Weakness
1. Practical part of research – the research paper was to assess the current situation in sensory marketing and highlight its potential for improving the consumer's shopping experience at points of sale, helping to consolidate small sustainable men's fashion stores.
a. Suggested Revision Authors are suggested to provide more analysis on the significance of observed variables. The experiment is done well, but the amount of time and observed information might not be enough to develop conclusions.
Paper Description - Organization and presentation quality
The proposed research paper "Application of Sensory Marketing Techniques at Marengo, a Small Sustainable Men's fashion store in Spain: Based on the Hulten, Broweus, and van Dijk Model" attempted to assess the current situation in sensory marketing and highlight its potential for improving the consumers shopping experience at points of sale helping to consolidate small sustainable men fashion store.
- The author is suggested to do proofreading. Slight adjustments are needed.
- The author is suggested to provide better figures and tables.
Contribution to theory or practice
The proposed research paper "Application of Sensory Marketing Techniques at Marengo, a Small Sustainable Men's fashion store in Spain: Based on the Hulten, Broweus and van Dijk Model" contributes to the theory and quality as the relevance and validity of the Hulten, Broweus and van Dijk Model is observed and proved.
Overall quality
The proposed research paper "Application of Sensory Marketing Techniques at Marengo, a Small Sustainable Men's fashion store in Spain: Based on the Hulten, Broweus and van Dijk Model" is recommended to be accepted for journal publication with minor suggestions.
Author Response
Thank you very much for taking the time to read and review the article.
Following the indications, the bibliography has been modified, reviewing and adding more recent publications in the field of sensory marketing, as requested.
Since a three-day experimentation method was indeed used for a couple of hours, a second experimentation with the same method is proposed, as indicated by the reviewer, to provide more empirical evidence. Thus, the limitation of the study has been marked and, thus, it is also proposed as a future line of research.
The results and discussion section has been improved.
Author Response File: Author Response.docx
Round 2
Reviewer 1 Report
Dear authors,
please ....
- improve the keywords section
- take care on some phrases - e.g. helping us to enhance the idea of belonging to a group and allowing us to group and allowing us to interact with its members. / In general, the general practice differs... and so on
- please check this idea "Sustainability is becoming an increasingly important challenge in the men's clothing sector in Spain, affecting both environmental and social sustainability, and producing a high level of waste"
- The variables that will be held constant throughout the research process are listed below. - please make it clearer
- the formulation of the "Six questions were posed to the sample of 50 individuals:" does not sound like questions, except Q6 - please reformulate
Author Response
Dear reviewer,
thank you again for your time and dedication.
We have proceeded to implement each of the suggestions for improvement raised. Specifically: the key words have been revised and improved and the ideas of all the sentences raised by the reviewer have been modified and rewritten, as well as the text in general and in its entirety.
Many thanks again.
Best regards.
Author Response File: Author Response.docx
