Record Details

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

The Journal of Business Economics and Management

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Field Value
 
Title Influence of sensory stimuli on brand experience, brand equity and purchase intention
 
Creator Moreira, António C.
Fortes, Nuno
Santiago, Ramiro
 
Subject sensory marketing
sensory stimuli
brand experience
brand equity
brand purchase intention
consumer behaviour
PLS-SEM
experiential marketing
 
Description 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.
 
Publisher VGTU Press Technika
 
Date 2017-02-05
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://journals.vgtu.lt/index.php/JBEM/article/view/760
10.3846/16111699.2016.1252793
 
Source Journal of Business Economics and Management; Vol 18 No 1 (2017); 68-83
2029-4433
1611-1699
 
Language eng
 
Relation https://journals.vgtu.lt/index.php/JBEM/article/view/760/559