Abstract
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. DOI: 10.15408/ess.v8i1.6058
Highlights
In a world crowded by the brand, Many companies are competing to get customers’ attention
Marketing paradigm evolved from a focus on transactions and standardized mass production into a marketing interaction between the seller and the buyer, became a marketing focused on consumer experience based on the five senses (Eriksson & Larsson, 2011; Hultén, 2011)
The main purpose of this study is to examine the framework of brand experience in association with customer loyalty by using sensory marketing as a stimulus for the creation of customer experiences
Summary
In a world crowded by the brand, Many companies are competing to get customers’ attention. Sensory marketing has become an interesting topic for academics because many company’s products and services get benefit through marketing based on the human senses (Krishna and Schwarz, 2014). Companies only sell and promote products and services but they do these two things but do sales and find out about the consumer experience for improvement (Brakus et al, 2009; Krishna, 2011). Marketing paradigm evolved from a focus on transactions and standardized mass production (transactional) into a marketing interaction between the seller and the buyer (relationship), became a marketing focused on consumer experience based on the five senses (sensory) (Eriksson & Larsson, 2011; Hultén, 2011)
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