Articlegold2017

INFLUENCE OF SENSORY STIMULI ON BRAND EXPERIENCE, BRAND EQUITY AND PURCHASE INTENTION

204 citations0/0 files storedJournal of Business Economics and Management

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Consumer Retail Behavior Studies Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Sensory stimulation is used by various brands to induce desired behaviours among their customers. Although its effectiveness is recognised in business contexts, little research has been conducted on sensory marketing. In order to contribute to filling this gap, this study sought to build a model that explains how sensory stimulation influences intentions to purchase a brand. Brand experience and brand equity were expected to mediate this relationship. The empirical validation of the model was conducted by carrying out an online survey with a convenience sample of 302 customers of a brand of the catering industry. The data collected were processed using PLS-SEM methodology. The results reveal that sensory stimulation positively influences brand experience and brand equity, which, in turn, have a positive impact on intentions to purchase the brand in question. The relevant contributions that emerged from this study include not only bridging the aforementioned gap in the literature but also offering significant managerial implications.

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References

2015A primer on partial least squares structural equation modeling (PLS-SEM)1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2014A primer on partial least squares structural equation modeling (PLS-SEM)2009How to Write Up and Report PLS Analyses 2009Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?1991Managing Brand Equity 2000An Examination of Selected Marketing Mix Elements and Brand Equity 2001Developing and validating a multidimensional consumer-based brand equity scale

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