TY - JOUR

T1 - Effects of consumer sensory perception on brand performance

AU - Haase, Janina

AU - Wiedmann, Klaus Peter

AU - Labenz, Franziska

N1 - Publisher Copyright: © 2018, Emerald Publishing Limited. Copyright: Copyright 2018 Elsevier B.V., All rights reserved.

PY - 2018/11/13

Y1 - 2018/11/13

N2 - Purpose: Sensory perception is an important factor to understand and effectively appeal to consumers. As consumers process information consciously and subconsciously, both perception levels (explicit and implicit) are essential to investigate. This paper aims to analyze the effects of explicit and implicit sensory perception on brand experience and brand-related performance indicators and then investigate the correlations between the senses and experience dimensions. Design/methodology/approach: The authors conducted a field experiment in a coffee house. For data collection, the authors used a questionnaire for explicit measures and a response latency measurement for implicit measures. For data analysis, structural equation modeling and a correlation analysis were conducted. Findings: The results reveal positive relationships between explicit and implicit sensory perception, brand experience and brand performance in the context of gastronomy. Furthermore, implicit perception acts through explicit perception, and brand experience plays a major role as a mediator between sensory perception and consumer responses. Moreover, visual and haptic perception reveal the highest weights in the structural model and the strongest correlations with the experience dimensions. Originality/value: This paper contributes to consumer research by providing empirical evidence for the importance of both the explicit and implicit sensory perception to effectively appeal to consumers. The results give valuable insights on the effectiveness of sensory marketing in generating memorable brand experiences and positive brand performance. Furthermore, the findings provide new knowledge on which senses (explicit and implicit) are related to different types of experiences.

AB - Purpose: Sensory perception is an important factor to understand and effectively appeal to consumers. As consumers process information consciously and subconsciously, both perception levels (explicit and implicit) are essential to investigate. This paper aims to analyze the effects of explicit and implicit sensory perception on brand experience and brand-related performance indicators and then investigate the correlations between the senses and experience dimensions. Design/methodology/approach: The authors conducted a field experiment in a coffee house. For data collection, the authors used a questionnaire for explicit measures and a response latency measurement for implicit measures. For data analysis, structural equation modeling and a correlation analysis were conducted. Findings: The results reveal positive relationships between explicit and implicit sensory perception, brand experience and brand performance in the context of gastronomy. Furthermore, implicit perception acts through explicit perception, and brand experience plays a major role as a mediator between sensory perception and consumer responses. Moreover, visual and haptic perception reveal the highest weights in the structural model and the strongest correlations with the experience dimensions. Originality/value: This paper contributes to consumer research by providing empirical evidence for the importance of both the explicit and implicit sensory perception to effectively appeal to consumers. The results give valuable insights on the effectiveness of sensory marketing in generating memorable brand experiences and positive brand performance. Furthermore, the findings provide new knowledge on which senses (explicit and implicit) are related to different types of experiences.

KW - Brand experience

KW - Brand performance

KW - Consumer behavior

KW - Consumer perception

KW - Gastronomy

KW - Sensory perception

UR - http://www.scopus.com/inward/record.url?scp=85056451735&partnerID=8YFLogxK

U2 - 10.1108/JCM-10-2017-2404

DO - 10.1108/JCM-10-2017-2404

M3 - Article

AN - SCOPUS:85056451735

VL - 35

SP - 565

EP - 576

JO - Journal of Consumer Marketing

JF - Journal of Consumer Marketing

SN - 0736-3761

IS - 6

ER -