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Journal: International Journal of Management (IJM) (Vol.12, No. 3)

Publication Date:

Authors : ;

Page : 654-668

Keywords : Sensory branding; consumer buying behavior; brand attitude; coffee outlets; behavioral intention;

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Sensory Branding comprises "marketing techniques that stimulate consumers by using their senses to influence their preferred feelings and behavior" (American Marketing Association, 2009). Research suggests that the stronger the message, stronger will be an affect to one or more senses because the theme of sensory branding is based on aspect of value creation by targeting senses of human being that ranges from the sight, smell, sound, taste and touch that affects consumer buying behavior (Laimona, 2020). Research Objective This study tries to find out the influence level of the sensory branding on the brand attitude. This study also extent the influence of brand attitude on the behavioral intention of the consumers. Research Methodology Drafted for the current study a single sectional research design. Primary data collected by means of a structured questionnaire survey method. The independent variables, brand attitudes and behavioral intentions have been taken as the dependent variables as five sensory branding factors Data Analysis Data analysis concludes that all five sensory branding factors have the positive and significant impact on the brand attitude. This study also concludes that brand attitude has positive and significant impact on the behavioral intention. Social Implication This research provides the useful implication to marketers as well as society as a whole by providing role of the sensory branding in creation of the favorable brand attitude towards coffee outlets. This research provides many practical implications which will become more useful to create the revisit behavioral intention of consumers. Originality/Value This study talks about brand attitude of the consumers in light of the sensory branding. This study extends an influence of the brand attitude on the behavioral intention. Hardly few research on sensory branding have been conducted in India but lack of research in western part of India will bring more expertise and information to the small pool of available literature that will provide new avenues to academia, the business world and society as a whole

Last modified: 2021-04-07 16:00:07