Share:


Influence of sensory stimuli on brand experience, brand equity and purchase intention

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.

Keyword : sensory marketing, sensory stimuli, brand experience, brand equity, brand purchase intention, consumer behaviour, PLS-SEM, experiential marketing

How to Cite
Moreira, A. C., Fortes, N., & Santiago, R. (2017). Influence of sensory stimuli on brand experience, brand equity and purchase intention. Journal of Business Economics and Management, 18(1), 68-83. https://doi.org/10.3846/16111699.2016.1252793
Published in Issue
Feb 5, 2017
Abstract Views
1546
PDF Downloads
4146
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.