Multisensory Marketing and Its Effect on Brand Loyalty: A Deep Dive Into Consumer Preferences

View Sample PDF

Author(s): Koppala Venugopal (Aditya Institute of Technology and Management, India)
Copyright: 2025
Pages: 36
Source title: Neurosensory and Neuromarketing Impacts on Consumer Behavior
Source Author(s)/Editor(s): Reena Malik (Chitkara University, India), Shivani Malhan (Chitkara University, India)and Manpreet Arora (Central University of Himachal Pradesh, India)
DOI: 10.4018/979-8-3693-8222-6.ch013

Keywords: Business Science Reference / Marketing and Consumer Behavior / Medicine & Healthcare / Neuroscience

Purchase

View Multisensory Marketing and Its Effect on Brand Loyalty: A Deep Dive Into Consumer Preferences on the publisher's website for pricing and purchasing information.

Abstract

This research investigates the impact of multisensory marketing on brand loyalty, focusing on consumer preferences. The objectives are to explore how sensory elements (visual, auditory, olfactory, tactile, and gustatory) influence brand loyalty. Employing a descriptive design and mixed methods approach, data was collected via convenience sampling and a cross-sectional survey. EDA provided initial insights into the data. Multiple Regression analysis, were utilized to determine the relationship between sensory marketing and brand loyalty. Additionally, Machine Learning applications, such as classification and clustering, were employed to uncover patterns and predict consumer behavior. Findings reveal that specific sensory elements significantly enhance brand loyalty, providing actionable insights for marketers to optimize multisensory strategies. This study contributes to understanding the intricate dynamics between sensory experiences and consumer loyalty in the contemporary marketing landscape.

The IRMA Community

Research IRM

Multisensory Marketing and Its Effect on Brand Loyalty: A Deep Dive Into Consumer Preferences

Purchase

Abstract

Related Content

IRMA Sponsors