Effect of Sensory Branding on Purchase Intention of Consumers
Keywords:
Sensory Branding, Experimental Research, Purchase Intention, NoodlesAbstract
The concept of sensory branding is getting more attention over classical marketing from marketing practitioners and researchers. This research studied the concept of sensory branding to identify its effect on purchase intention of consumers. A total of 180 management students equally divided into six groups among which five groups were treated with visual, auditory, olfactory, gustative, and tactilesensation of noodle in such a way that one group of students exposed to only one type of sensation. A group without treatment was used as a control group to compare the effect of each sensation against control group. Results showed smell and taste as the highly significant factor; sound and visual as moderately significant factor and touch as insignificant factor to effect purchase intention of noodles.
How to cite this article: Shrestha SR, Gnawali KR. Effect of Sensory Branding on Purchase Intention of Consumers. J Adv Res Oper Markt Mgmt 2019; 2(2): 9-15.
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