The Role of Sensory Stimuli in Supporting Customer's Brand Attachment Applied to Customers from Global Malls
Article Sidebar
THIS IS AN OPEN ACCESS ARTICLE UNDER THE CC BY LICENSE
Main Article Content
Abstract
This research has endeavored to examine the presumed causative relations between sensory stimuli that also known as sensory marketing dimensions which include gustative, olfactory, tactile, visual, & auditory stimuli and both of brand attachment dimensions which include emotional and functional attachment, applied to 384 customers from Global Malls. Pearson correlation coefficient showed a significant positive relationship between all of these dimensions, also the results of Multiple Regression showed a positive significant effect for all sensory stimuli on emotional attachment. Finally, the results showed a positive significant effect for only three dimensions on functional attachment represented in; gustative, visual, & auditory stimuli, respectively. Meanwhile there were positive effects for olfactory & tactile stimuli on functional attachment, but not significant at the level of 0.05. Accordingly, free samples should be given to motivate malls customer to try its own products, and it is desirable to promote them using colors, dazzling images, sounds and distinctive music. It also requires taking into account the quality of the P.O.P display inside those malls so that it can be attached to the mind of their customers for a long time, and ultimately achieving the desired goal. Finally, it should be noted that all possible precautionary measures should be taken into account to maintain the safety of workers and customers.
Downloads
Article Details
References
Ali, E. H. M., & Ahmed, M. O., (2019), Sensory marketing and its effect on hotel market-share: Perception of hotel customers. Journal of Tourism and Hospitality Management, 7 (1), 116-126.
Abdelkader, A. A., Mohamed, H. E. D. F., & Saleh, H. The role of Emotional Brand Attachment Enablers on Brand Advocacy from iPhone Users’ Perspective in Egypt. IOSR Journal of Business and Management, 22 (6), 20-30.
Bahri-Ammari, N., Van Niekerk, M., Khelil, H. B., & Chtioui, J., (2016), the effects of brand attachment on behavioral loyalty in the luxury restaurant sector. International Journal of Contemporary Hospitality Management, 28 (3), 559- 585.
Bansal, A., & Kumar, R., (2016), An Empirical Study to Find out the impact of sensory marketing tools on consumer decision making. KAAV International Journal of Economics, Commerce & Business Management, 3 (2), 67-82.
Chandrasekaran, S., & Chandrasekar, K., (2016), Consumer Psychology with Sensory Marketing Effect from Canonical Correlation Analysis. International. Journal of Advanced Research in Management and Social Sciences, 5 (1), 157-172.
Cornelia, V., & Pasharibu, Y., (2020), Brand Loyalty Mediation in Brand Attachment and Customer Digital Experience towards Smartphone Repurchase Intentions. Benefit: Jurnal Manajemen dan Bisnis, 5 (2), 145-157.
Dissabandara, D. R., & Dissanayake, D. M. R., (2020), Impact of sensory marketing strategies on brand love: a study of franchised fast food chains in Sri Lanka. International Journal of Research in Commerce and Management Studies. (ISSN: 2582-2292), 2 (2), 191-198.
Erenkol, A. & AK, M., (2015), Sensory Marketing. Journal of Administrative Sciences and Policy Studies, 3 (1), 1-26.
Field, A., (2009), Discovering Statistics Using SPSS. 3th (end.). Sage.
Garg, M., Agarwal, D., & Acharya, S., (2016), A Study on Sensory Advertising and Impact on Consumer Behaviour 2016. PARIPEX-Indian Journal of Research, 5 (2), 101-102.
Gómez-Suárez, M., & Veloso, M., (2020), Brand experience and brand attachment as drivers of WOM in hospitality. Spanish Journal of Marketing-ESIC, 24 (2), 231-246.
Hussain, S., (2014), The Impact of Sensory Branding (five senses) on consumer: A case Study on KFC (Kentucky Fried Chicken). International Journal of Research in Business Management, 2 (5), 47-56.
Ibn-e-Hassan., & Iqbal, J., (2016), Employing Sensory Marketing as a Promotional Advantage for Creating Brand Differentiation and Brand Loyalty. Pakistan Journal of Commerce & Social Sciences, 10 (3), 725-734.
Kamaludin, N., Thamby Chik, C., Bachok, S., & Sulaiman, S., (2020), How sensory marketing elements attract customer to return to theme restaurant. Journal of Tourism, Hospitality & Culinary Arts (JTHCA), 12 (1), 1-10.
Krishna, A., Cian, L., & Sokolova, T., (2016), the power of sensory marketing in advertising. Current Opinion in Psychology, 10 (1), 142-147.
Nagarjuna, K., & Sudhakar, B. D., (2015), Refine the Services by Touching the Customer Senses Sensorial Marketing Strategy for Hospitality Industry. International Journal of Interdisciplinary and Multidisciplinary Studies (IJIMS), 2 (6), 118-126.
Ortegón-Cortázar, L., & Rodríguez, A. G., (2017), Gestión del marketing sensorial sobre la experiencia Del consumidor. Revista de Ciencias Sociales, 22 (3), 67-83.
Perumal, S., Ali, J., & Shaarih, H., (2021), Exploring nexus among sensory marketing and repurchase intention: Application of SOR Model. Management Science Letters, 11(5), 1527-1536.
Randhir, R., Latasha, K., Tooraiven, P., & Monishan, B., (2016), Analyzing the Impact of Sensory Marketing on Consumers: A Case Study of KFC. Journal of US-China Public Administration, 13 (4), 278-292.
Shaed, M., Chik, C., Aini, N., & Nongchik, N., (2015), The Influence of Sound and Vision in Sensory Marketing towards Customer Purchasing Behavior in institutional Food Service. Journal of Tourism, Hospitality & Culinary Arts, 7 (2), 35-51.
Simha, S. (2020, August). Study of Sensory Marketing Strategies in Retailing Business. In 3rd Asia Pacific Management Research Conference (APMRC 2019) (pp. 34-38). Atlantis Press.
Weathington, B. L., Cunningham, C. J., & Pittenger, D. J., (2012), Understanding Business Research. John Wiley & Sons, Inc., Hoboken, New Jersey.