Examining the Impact of Sensory Brand Experience on Brand Loyalty

Dongmei Zha (), Pantea Foroudi (), T. C. Melewar () and Zhongqi Jin ()
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Dongmei Zha: Brunel Business School
Pantea Foroudi: Brunel Business School
T. C. Melewar: Middlesex University
Zhongqi Jin: Middlesex University

Corporate Reputation Review, 2025, vol. 28, issue 1, No 2, 14-42

Abstract: Abstract This research investigates five sensory cues (i.e. visual, auditory, olfactory, tactile, and taste) influencing sensory brand experience leading to brand loyalty through customer satisfaction, brand attachment, and customer lovemarks. It also investigates the role of employee empathy in moderating the effect of sensory brand experience on customer satisfaction, brand attachment, and customer lovemarks. Our investigation followed a mixed-method research design, a predominantly quantitative approach by using questionnaire responses from 512 Chinese consumers, which is supported by 10 in-depth interviews and 4 focus group discussions to gain early insights into the subject area. The results suggest that five sensory cues have a significant impact on sensory brand experience and, in turn, contribute to customer satisfaction, brand attachment, and customer lovemarks. It also suggests that not all dimensions of customer satisfaction and brand attachment predict brand loyalty, and employee empathy negatively moderates the relationship between sensory brand experience and customer lovemarks.

Keywords: Sensory brand experience; Customer satisfaction; Customer lovemarks; Brand attachment; Brand loyalty; Employee empathy (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1057/s41299-023-00175-x

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