Document Type : Research Paper
Authors
1 MSc of Sport Marketing Management, Shahid Beheshti University, Tehran, Iran
2 . Assistant Professor, Department of Physical Education and Sport Sciences, Shahid Beheshti University, Tehran, Iran
Abstract
Sensory marketing is a technique that increases customer loyalty by a stimulation of their five senses and an experience of positive purchase. In other words, this marketing stimulates customers’ senses to attract their satisfaction and trust. This study aimed at investigating the effect of sensory marketing on customer satisfaction, trust and loyalty to sports brands (Adidas, Nike, Puma, Reebok, Majid and Daei). The method of the present survey was descriptive - correlation and application. The statistical population included 385 customers who purchased sports brands (Adidas, Nike, Puma and Reebok) in Tehran city were randomly selected as the sample. For data collection, standard Yu Sharon Kit (2013) Questionnaire was used. Content validity of this questionnaire was confirmed by sport management professors and marketing experts. The reliability was confirmed by Cronbach’s alpha. For data analysis, Pearson correlation coefficient and simple linear regression. The results indicated that brand experience had a positive and significant effect on customer satisfaction, trust and loyalty. Also, satisfaction had a significant effect on trust and loyalty. Trust had a positive and significant effect on customer loyalty.
Keywords
- Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on tlie Value of a Brand Name. New York: The Free Press.
- Alkilani, K., Choon Ling, K., and Abzakh, A. A. (2013). The Impact of Experiential Marketing and Customer Satisfaction on Customer Commitment in the World of Social Networks. Asian Social Science, Vol. (9), PP 262- 270, ISSN 1911-2017.
- Anderson, E. W and Sullivan, M. W. (1993), ‘The antecedents and consequences of customer satisfaction for firms’, Marketing Science, 12 (2), PP 125-143.
- Atwal, G., and Williams, A. (2008). ‘Marketing in postmodern India: Bvglari meets bollywood’. Indian Journal of Marketing. 38 (1): 3-7.
- Bennet, R., Hartel, C. J. H., and Mccoll-Kennedy, J. R. (2005). “Experience as a Moderator of Involvement and Satisfaction on Brand Loyalty in A Business-to-Business Settings”, Industrial Marketing Management, no.34, pp.97-107.
- Brakus, J., Schmit, B., and Zarantonello, L. (2009). Brand Experience: What is it? How is it measured? Does it Effect Loyalty?. Journal of Marketing, Vol (73), No. 3, PP 52-68.
- Buitrago. H, N., and TJ. James, P. (2014). The effects of sensory marketing on the implementation of fast-food marketing campaigns. Journal of Management and Marketing Research.
- Chaudhuri, A., and Holbrook, B. M. (2001). “The Chain of Effects from Brand Trust and Brand Affects to Brand Performance: The Role of Brand Loyalty”. Journal of Marketing, vol (65), PP 81-93.
- Cleff, T., Dorr, S., Vicknair, A., and Walter, N. (2013). Brand Experience: How It Relates To Brand Personality, Consumer Satisfaction And Consumer Loyalty.
- Delgado-Ballester, E., and Munuera-Aleman, J. L. (2005). ‘Does brand trust matter to brand equity?. Journal of Product and Brand Management, 14 (3). PP 187-196.
- Ditoiu, M. C., Stancioiu, A. F., Bratucu, G., Onisor, L. F., and Botos, A. (2014). The sensory brand of the destination: Case study: Transylvania. Theoretical and Applied Economics, Volume XXI, No. 5(594), PP 37-50.
- Domenico, C. (2010). A New Concept of Marketing: The Emotional Marketing.
- Ferreira, H., and Teixeira, A. (2013). Welcome to the experience economy: assessing the influence of customer experience literature through bibliometric analysis. Faculdade de Economic, ISSN: 0870-8541.
- Freemantle, D. (2004). What customers like about you: adding emotional value: Nicholas Brealey.
- Garbarino, E., and Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63 (April), PP 70–87.
- Goldring, T., and Schill. H, H. (2013). Don’t address their brains. Address their hearts.
- Gounaris, S., and Stathakopoulos, V. (2004). ‘Antecedents and consequences of brand loyalty: An empirical study’. Brand Management, 11 (4), PP 283-306.
- Ha, H. Y., and Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behavior, 4(6), PP 438-452.
- Hirschman, E. C., and Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46 (3), PP 92–101.
- Kang, E., Boger, C. K., and Madera, J. (2011). The Impact of Sensory Environments on Spagoers Emotion and Behavioral Intention.
- Lau, G. T., and Lee, S. H. (1999). ‘Consumers' Trust in a Brand and the Link to Brand Loyalty. Journal of Market - Focused Management, 4 (4), PP 341-370.
- Lee, H.J., and Kang, M.S. (2012). The effect of brand experience on brand relationship quality. Academy of Marketing Studies Journal, 16(1), PP 87-98.
- Lindstrom, M. (2005). Brand sense: Sensory secrets behind the stuff we buy. New York: Free Press.
- Marist, A.I., Yuliati, L.N and Najib. M. (2014). The Role of Event in Building Brand Satisfaction, Trust and Loyalty of Isotonic Drink. International Journal of Marketing Studies, vol (6), PP 57-65, ISSN 1918-719X.
- Nema, G., and Choudhary, S. (2014). A Distinguishing Tactic In Service Sector- Sensory Branding. International Journal of Business Economics and Management Research.
- Padgett, D., and Allen, D. (1997). Communicating experiences: A narrative approach to creating service brand image. Journal of Advertising, 26 (4), PP 49-62.
- Sahin, A., Zehir, C., and Kitapaci, H. (2011). The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty an Empirical Research on Global Brands. Procedia Social and Behavioral Sciences, no. 24, PP 1288–1301.
- Schmitt, B. H. (1999). Experiential Marketing. Journal of Marketing Management, V (15), PP 53-67.
- Schmitt, B. H. (2009). The concept of brand experience. Journal of Brand Management, 16 (7), PP 417-419.
- Shim, S. (2012). Enhancing Brand Loyalty through Brand Experience: Application of Online Flow Theory. A dissertation submitted to the Graduate Faculty of Auburn University in partial fulfillment of the requirements for the Degree of Doctor of Philosophy. UMI Number: 3520451.
- Ueacharoenkit, S. (2013). Experiential marketing – A consumption of fantasies, feelings and fun: An investigation of the relationship between brand experience and loyalty within the context of the luxury cosmetics sector in Thailand. Brunel Business School Brunel University.
- Yang, Z., and Peterson, R. T. (2004). Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs. Psychology and Marketing, Vol (21), PP 799-822.
- Yoon, S. J. (2002). The antecedents and consequences of trust in online-purchase decisions. Journal of Interactive Marketing, 16 (2), PP 47-63.3
)