Designing the Causal Sensory Impulses Model in Creating a Positive Brand Image (Case Study: Dairy Industry)

Subject Areas : Business Strategy

Abdolkarim Tazesh ¹ , Esmaeil Hassanpour Qorughchi ² , Vahi Reza Mirabi ³ , Mohammad Hossein Ranjbar ⁴

1 - Department of Marketing Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran
2 - Department of Marketing Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran
3 - Department of Marketing Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
4 - Department of Management, Bandar Abbas Branch, Islamic Azad University, Bandar Abbas, Iran

Received: 2019-01-15 Accepted : 2019-12-29 Published : 2019-10-01

Keywords: Casual Model, Brand Image, Sensory Impulse, Dairy Industry, Sensory Marketing,

Abstract :

The aim of this research is designing the Causal Impulse Model to create a positive brand image in the dairy industry. The present research is applicable in terms of purpose, descriptive-exploratory in terms of research type, gauging in terms of collecting the data, quantitative- qualitative in terms of the kind of data, and sectional in terms of time horizons (data gathering time).Communication Method based on asking respondents has been used as the method of this research. Measurement tools in this research are interviews and questionnaires. This research includes interviewing experts and a questionnaire for assessing the views of consumers and experts who are ranked according to the Likert Scale. As this study consists of two stages, it has two statistical populations. The first statistical population includes experts, therefore, the managers of dairy producing companies were selected and we did semi-structured interviews with them. The second statistical population consists of customers of dairy products. To determine the sample size of consumers, the Cochran Formula was used. Finally, 373 questionnaires were analyzed. Also, Structural Equation Method and PLS software were used to study the causal relationship between variables. The results of the test of the model showed that the olfactory and tactile senses have a positive and meaningful effect on the positive image of the brand. The number of T for the olfactory sense on the brand image was 2.704 and for the tactile sense on the positive image of the brand it was 4.668. Also, the Effect Rate or the Path Coefficient were respectively 0.139 and 0.24. There was no meaningful effect for other sensory impulses.