Presenting and explaining the sensory branding model to change consumer behavior in the industrial markets of disinfectants: a qualitative approach

Subject Areas : Behavioral Studies in Management

Hossein Farsiani ¹ , Hormoz Mehrani ² , mohsen mohammadian saravi ³ , Hamidreza Saeednia ⁴

1 - PhD Student, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Assistant Professor, Department of Management, Ghazali Institute of Higher Education, Qazvin, Iran
3 - Assistant Professor, Department of Public Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
4 - Assistant Professor, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2024-09-17 Accepted : 2024-10-04 Published : 2024-09-22

Keywords: sensory branding, industrial markets, disinfectants, customer management and consumer behavior ,

Abstract :

In this research, the sensory branding model was presented and explained in the industrial markets of disinfectants using a qualitative approach. The research method is of an applied type, with an exploratory-explanatory approach and a qualitative method. The statistical population of the research includes 11 managers of companies active in the disinfectant industry and university professors who were selected as the research sample using a targeted snowball method. In this research, open coding foundation data theory method, axial coding and selective coding based on foundation data theory and MaxQDA 21 software were used for data analysis. The results showed causal conditions (basic neuromarketing and consumer behavior management), contextual conditions (customer experience management), central phenomenon (sensory branding to change consumer behavior), strategies and measures (advertising management, strategies and factors related to brand identity), intervening conditions (communication channels with the customer and use of senses) and finally the consequences (customer loyalty and customer arousal) were identified.

References:

اخوان، علیرضا؛ شیرمحمدی، محمد؛ رمضانی، یوسف. (1395). برندسازی حسی، خلاصه مقالات چهارمین کنفرانس بین المللی حسابداری و مدیریت با رویکرد علوم پژوهشی نوین، ص 67 تا 79.
اقبالی، بابک؛ حیدریه، سیدعبدالله؛ فائزی رازی، فرشاد؛ و وکیل الرعایا، یونس. (1400). ارائه مدل اثرات زمان بر رفتار مصرف کننده مبتنی بر رویکرد فراترکیب. تحقیقات بازاریابی نوین، 11(4)، 63-84.
حسین‌زاده، ماشو؛ بکتاش، فرزانه. (1397)، بررسی تاثیر آمیخته بازاریابی حسی بر ارزش ویژه برند و تصویر برند (مطالعه موردی: برند تشک رویال). مدیریت بازرگانی، شماره 3، ص 303 تا 324.
عزیزی نیا، مریم؛ ابراهیم‌زاده، رضا؛ و صادقی، مهرداد. (1400). مدل مفهومی تبلیغات شخصی سازی شده: رویکرد فراترکیب. تحقیقات بازاریابی نوین، 11(3)، 196-175.
مینویی، مرتضی؛ قره بیگلو، حسین؛ علوی متین، یعقوب؛ فخیمی آذر، سیروس. (1399). ارائه الگوی بازاریابی حسی در صنعت مواد غذایی. فصلنامه‌ جامعه شناسی سیاسی ایران، 3(1)، 489-508.
ولی پوری، زهرا؛ جلالی، سید مهدی؛ تبریزیان، بیتا. (1399). طراحی الگوی بازاریابی حسی (مبتنی بر حواس)، پیشایندها و راهبردهای آن در صنعت محصولات مصرفی تند گردش. فصلنامه مطالعات مدیریت راهبردی، (6)، 12-26.
هولتن، برتیل؛ براوتوس، نیکلاس؛ وان‌دایک، مارکوس. ترجمه احمد روستا (1394). بازاریابی حسی. انتشارات شرکت چاپ و نشر بازرگانی.
Ahn, J., & Back, K. J. (2018). Antecedents and consequences of customer brand engagement in integrated resorts. International Journal of Hospitality Management, 75, 144-152
. Bui, D. L., & Nguyen, H. H. (2022). Sensory marketing on customers' satisfaction: a tale from the second largest coffee exporter. International Journal of Economics and Business Research, 23(1), 35-55
. Chua, B. L., Kim, H. C., Lee, S., & Han, H. (2018). The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior. Journal of Travel & Tourism Marketing, 36(1), 29-42
. Guenther, Miriam, Guenther, Peter. (2019). The value of branding for B2B service firms—The shareholders' perspective, Industrial Marketing Management, Volume 78, April 2019, Pages 88-101
.
Hallgren, C., & Mamusha, P. (2021). How can B2B companies improve their customer experience-: By using sensory marketing in a digital context. Hasni, M. J. S., Salo, J., Naeem, H., & Abbasi, K. S. (2018). Impact of internal branding on customer-based brand equity with mediating effect of organizational loyalty: An empirical evidence from retail sector. International Journal of Retail & Distribution Management
. Herget, A. K., & Bötzl, F. (2021). Sounds Like Respect. The Impact of Background Music on the Acceptance of Gay Men in Audio-Visual Advertising. Frontiers in Psychology, 12
.
Hultén, B. (2020). Sensory Marketing: An Introduction. SAGE.
Hulten, B., Broweus, N., & Van Dijk, M. (2017). What is sensory marketing?. In Sensory marketing (pp. 1-23). Palgrave Macmillan, London. Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96, 343-354
. Imamović, I., Azevedo, A. J. A., & de Sousa, B. M. B. (2022). The Urban Sensescapes and Sensory Destination Branding. In New Governance and
Management in Touristic Destinations (pp. 276-293). IGI Global.
Janonis, V., Dovalienė, A., & Virvilaitė, R. (2007). Relationship of brand identity and image. Engineering economics, 51(1). Perumal, S., Ali, J., & Shaarih, H. (2021). Exploring nexus among sensory marketing and repurchase intention: Application of SOR Model. Management Science Letters, 11(5), 1527-1536
. Satti, Z. W., Babar, S. F., & Ahmad, H. M. (2021). Exploring mediating role of service quality in the association between sensory marketing and customer satisfaction. Total Quality Management & Business Excellence, 32(7-8), 719-736
. Si Shi, Yu Cao, Yang Chen, Wing S. Chow. (2019). How social media brand pages contribute to functional conflict: The central role of commitment, International Journal of Information Management, 45, 95-106
. Thomson, David M.H. (2016). Sensory Branding: Using Brand, Pack, and Product Sensory Characteristics to Deliver a Compelling Brand Message, Multisensory Flavor Perception From Fundamental Neuroscience Through to the Marketplace, Woodhead Publishing Series in Food Science, Technology and Nutrition, 2016, Pages 313-336
. Tom Dieck, M. C., & Han, D. I. D. (2022). The role of immersive technology in Customer Experience Management. Journal of marketing theory and practice, 30(1), 108-119
. Wiese, M., Martínez-Climent, C., & Botella-Carrubi, D. (2020). A framework for Facebook advertising effectiveness: A behavioral perspective. Journal of Business Research, 109, 76-87
. Zhu, J .Guo, C., Kulviwat, S., & Wang, Y. J. (2018). Competing in an emerging market: antecedents and consequences of market orientation and the role of environmental factors. Journal of Strategic Marketing, 27(3), 248-267