BRAND IMAGE: AWARENESS OF SENSORY BRANDING AND ITS EFFECT ON PURCHASE BEHAVIOUR OF CONSUMERS.

Ankita Verma,Kushendra Mishra

doi:10.21474/ijar01/4617

Abstract

26Jun 2017 BRAND IMAGE: AWARENESS OF SENSORY BRANDING AND ITS EFFECT ON PURCHASE BEHAVIOUR OF CONSUMERS. Ankita Verma and Kushendra Mishra. Research Scholar, School for Management Studies, Babasaheb Bhimrao Ambedkar University (A central University), Lucknow. Associate Professor, School for Management Studies, Babasaheb Bhimrao Ambedkar University (A central University), Lucknow.

Highlights

Brand Image can be built by spreading cognizance of sensory branding and its after effect on consumer purchase behavior
To build a strong sensory branding there is a need of creating brand on an emotional level by using all the five senses in purchasing procedure (Lindström, 2005)
Brand experience can be believed to be as feelings, emotional state, opinions, and behavioral responses aroused by the human five senses (Djurovic, 2008). ,it is obvious the more consumer will implicate with all five sense,they will able to reminisce the brand more as a result leads to satisfaction and loyalty among customers

Summary

Introduction

For building brand image various Companies uses different ideas for bestowing their brand by sensory branding, brand image, five senses, advertisements, consumer behaviour bring together unique advertisements. The objective of this paper is to spread awareness of sensory branding among consumers on emotional level which is more immersive by considering all the five senses together and to see the responds of which sense among five is more useful and its effect on purchase behavior of consumers.

Objectives

Results

Conclusion