مرکز منطقه ای اطلاع رساني علوم و فناوري - THE EFFECT OF SENSORY BRANDING ON BRAND VALUE

Abstract :

Sensory branding, appeared from adaptation requirements to todays’ competition conditions with changing environmental circumstances each passing day and took place among modern branding strategies by companies, is presented a perspective that provides to feel the brand as real in customers’ mind via five senses and helps to maximize customers’ brand loyalty and brand equity. So, today many brands present unequal experiences to their customers via their own scents, tastes, sounds and visual identities and in this way, brands’ both financial value in markets and consumer based brand equity increase. Accordingly, the main aim of this study is to examine companies’ sensory branding strategies in both literature and practice and determine the effect of these sensory branding practices on brand awareness. As a result of the research, it was determined that there is a positive and meaningful relationship between sensory branding and brand awareness; But the income and gender variables have been found to have no differentiating effect on the relationship between sensory branding and brand awareness.