Article2018

Effects of consumer sensory perception on brand performance

Janina Haase · Klaus‐Peter Wiedmann · Franziska Labenz

46 citations0/0 files storedJournal of Consumer Marketing

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

Abstract

Purpose Sensory perception is an important factor to understand and effectively appeal to consumers. As consumers process information consciously and subconsciously, both perception levels (explicit and implicit) are essential to investigate. This paper aims to analyze the effects of explicit and implicit sensory perception on brand experience and brand-related performance indicators and then investigate the correlations between the senses and experience dimensions. Design/methodology/approach The authors conducted a field experiment in a coffee house. For data collection, the authors used a questionnaire for explicit measures and a response latency measurement for implicit measures. For data analysis, structural equation modeling and a correlation analysis were conducted. Findings The results reveal positive relationships between explicit and implicit sensory perception, brand experience and brand performance in the context of gastronomy. Furthermore, implicit perception acts through explicit perception, and brand experience plays a major role as a mediator between sensory perception and consumer responses. Moreover, visual and haptic perception reveal the highest weights in the structural model and the strongest correlations with the experience dimensions. Originality/value This paper contributes to consumer research by providing empirical evidence for the importance of both the explicit and implicit sensory perception to effectively appeal to consumers. The results give valuable insights on the effectiveness of sensory marketing in generating memorable brand experiences and positive brand performance. Furthermore, the findings provide new knowledge on which senses (explicit and implicit) are related to different types of experiences.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2011PLS-SEM: Indeed a Silver Bullet 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1986Self-Reports in Organizational Research: Problems and Prospects 1979A Paradigm for Developing Better Measures of Marketing Constructs 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2011Thinking, Fast and Slow 1998The partial least squares approach for structural equation modeling.

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