Influence of Sensory Stimuli on Brand Experience, Brand Equity and Purchase Intention

Moreira, António Carrizo; Fortes, Nuno; Ramiro, Santiago

doi:10.3846/16111699.2016.1252793

Cited by 144 publications

(153 citation statements)

References 41 publications

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“…It means that sensory marketing as stimulus has positive effect on consumers' brand experience. This result support the research from Hultén et al (2009);Rodrigues et al, (2011); Moreira et al (2017) which states that the sensory marketing strategy has positive effect on brand experience. A hypothesis 2 is also supported and can be seen in the path estimates from brand experience to customer loyalty.…”

Section: Resultssupporting

confidence: 89%

The Triangle of Sensory Marketing Model: Does it Stimulate Brand Experience and Loyalty?

Riza

Wijayanti

2018

Esensi

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The purpose of this study is to examine the framework of brand experience associating with customer loyalty. Sensory marketing effectiveness is recognized in business contexts but only little research has been conducted on sensory marketing. This study contribute to filling this gap by proposing a model that explains how sensory stimulation influences loyalty. Brand experience is expected to mediate this relationship. This study applies exploratory and explanatory approaches to investigate the sensory marketing concept and examine the framework brand experience in association with customer loyalty. Data is collected using online survey. Respondents are individual who had experience in consuming product at restaurant or cafe that has been using the five senses stimulus. Conceptually, this study found interesting relationship between sensory marketing, brand experience, and customer loyalty then called as triangle sensory marketing. The findings offer an additional insight to managers on sensory marketing strategy to stimulate brand experience that can establish customer loyalty. AbstrakTujuan dari penelitian ini adalah untuk menguji kerangka pengalaman merek yang terkait dengan loyalitas pelanggan. Efektivitas Sensory Marketing diakui dalam konteks bisnis namun hanya sedikit penelitian yang dilakukan pada S. Studi ini berkontribusi untuk mengisi celah ini dengan mengajukan model yang menjelaskan bagaimana stimulasi sensorik mempengaruhi loyalitas. Pengalaman merek diharapkan bisa menengahi hubungan ini. Penelitian ini menggunakan pendekatan eksploratori dan penjelasan untuk menyelidiki konsep pemasaran indrawi dan menguji pengalaman merek kerangka kerja yang terkait dengan loyalitas pelanggan. Data dikumpulkan dengan menggunakan survei online. Responden adalah individu yang memiliki pengalaman dalam mengkonsumsi produk di restoran atau kafe yang telah menggunakan lima indera rangsangan. Secara konseptual, penelitian ini menemukan hubungan yang menarik antara pemasaran sensoris, pengalaman merek, dan loyalitas pelanggan yang kemudian disebut sebagai pemasaran sensoris segitiga. Temuan ini menawarkan wawasan tambahan kepada para manajer mengenai strategi pemasaran indrawi untuk merangsang pengalaman merek yang dapat membangun loyalitas pelanggan.

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Section: Resultssupporting

confidence: 89%

The Triangle of Sensory Marketing Model: Does it Stimulate Brand Experience and Loyalty?

Riza

Wijayanti

2018

Esensi

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“…Researchers have studied purchase intention in order to understand the reasons why customers purchase certain brands (Shah et al, 2011). Purchase intention can be defined as the consumers' efforts and tendency to buy products or brands (Moreira et al, 2017;Salehzadeh and Khazaei Pool, 2017).…”

Section: Purchase Intentionmentioning

confidence: 99%

“…Brand equity is a powerful predictor of purchase intention (Buil et al, 2013b). A study conducted by Moreira et al (2017) has shown that there is a great deal of correlation between brand equity and purchase intention. Customers who have a stronger relationship with a given brand perceive that that brand has a unique quality and thus they become emotionally dependent on the brand so that they tend to repeat their purchase.…”

Section: The Effect Of Brand Equity On Purchase Intentionmentioning

confidence: 99%

An examination of the interplay between country-of-origin, brand equity, brand preference and purchase intention toward global fashion brands

Pool

Arisian

Abareshi

et al. 2018

IJBFMI

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This study aims to propose and empirically test a behavioural model of consumer perceptions of country-of-origin, brand equity, brand preference and purchase intention in the context of fashion brands in Iran. To provide a detailed understanding of customers' perceptions of purchase intention, a survey study was conducted. The research model is validated, and the developed hypotheses are tested using a structural equation model (SEM). Country-of-origin is shown to be positively associated with brand equity. Consistent with expectations, our results reveal that brand equity influences brand preference and purchase intention. Findings also support the hypothesised relationship between brand preference and purchase intention. The present research is one of the pioneer studies that highlight the importance of purchase intention with regard to fashion brands in promoting a luxury market. This study contributes to the literature by developing and testing a comprehensive research model using SEM and offers important guidelines to international marketers who are planning to introduce their fashion brands to the Iranian market.

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“…The understanding of the sensory aspect of the consumer experiences has been researched in various marketing domains such as retailing and services marketing (Peck & Childers, 2008;Spence et al, 2014;Vilches-Montero, Hashim, Pandit, & Bravo-Olavarria, 2018). The multisensory literature has revealed the positive influence of sensory stimulation on the perception of a product/service quality, brand value, consumers' emotions, and purchase intention (e.g., Helmefalk & Hultén, 2017;Moreira, Fortes, & Santiago, 2017;Yoon & Park, 2012).…”

Section: Sensory Marketingmentioning

confidence: 99%

Exploring multisensory place experiences through cruise blog analysis

Buzova

Taulet

Blas

2019

Psychology and Marketing

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The multisensory approach to understanding consumer behavior has received increasing attention as a factor shaping individuals’ perception, attitude, and behavior. However, previous studies have scarcely investigated the role of senses on destination experiences as places of consumption. The aim of the research is to uncover tourists’ meaningful multisensory place perceptions by analyzing cruise travel blogs. The study conducted a thematic content analysis of 248 blog entries on Mediterranean port of call experiences using the text analytics software Leximancer. The results show a convergence between visual, gustatory, olfactory, and haptic impressions, while auditory perceptions are scarce and refer mainly to the presence/absence of noise. Interestingly, unlike past multisensory studies that reported haptic perceptions as the least salient sensory dimension in tourist experiences, the research identified three haptic themes associated with cutaneous, hedonic‐elicited, and somatic touch. The research yields a threefold contribution: (a) It provides empirical evidence for the relevance of multisensory perceptions on tourists’ evaluation of place experiences; (b) a novel methodological approach to assessing sensory impressions is used by analyzing tourists’ freely written online narratives; and (c) the research broadens the scope of existing multisensory literature by assessing urban/coastal travel destination experiences.

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Influence of Sensory Stimuli on Brand Experience, Brand Equity and Purchase Intention

Cited by 144 publications

References 41 publications

The Triangle of Sensory Marketing Model: Does it Stimulate Brand Experience and Loyalty?

The Triangle of Sensory Marketing Model: Does it Stimulate Brand Experience and Loyalty?

An examination of the interplay between country-of-origin, brand equity, brand preference and purchase intention toward global fashion brands

Exploring multisensory place experiences through cruise blog analysis

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