The impact of sensory marketing on brand loyalty and brand perception - an in-depth look at the role of the five senses on consumer behavior

Abstract

This thesis explores the growing influence on today‘s market, where traditional marketing methods might be ineffective for building a long-lasting relationship between brands and consumers. By doing so, this thesis will examine the increasing influence of sensory marketing on consumer behavior, with a particular emphasis on its impact on brand loyalty and brand perception. The focus of the research lies in the role of the five senses, which are sight, sound, smell, taste, and touch, and how they create a memorable and emotional impact during the branding experience.A qualitative methodology was used during the research process, which included primary data, which are interviews with selected companies operating in Iceland. These companies are across different industry sectors, such as fashion, outdoor apparel, food services, and hospitality, all of which are recognised for their thoughtful and strategic branding. In addition to primary data, the thesis incorporates secondary data, including international case studies that support both the theoretical chapter and the findings. The results show that sensory marketing enhances brand loyalty and brand perception, whether it is incorporated deliberately or incidentally by companies. Whether it is a sensory branding on one stimulus or a multi-sensory approach, the findings suggest that engaging with consumers‘ senses can enhance the overall brand experience and leave a positive consumer response.Keywords: Sensory Marketing, Consumer Behavior, Five Senses, Brand Loyalty, Brand Perception, Emotional Branding, Customer Experience, Multi-sensory Marketing, Branding, Marketing.