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

Subject Areas : Industrial Management

ABDOLKARIM TAZESH ¹ , esmaeil hasanpour qorughchi ² , VahidReza Mirabi ³

1 - Department of Marketing Management,Qeshm branch, Islamic Azad University, Qeshm, Iran
2 - Department of Management, Qeshm Branch,Islamic Azad University, Qeshm, Iran
3 - Associate Professor, Islamic Azad University Central Tehran Branch, Tehran, Iran

Received: 2020-04-06 Accepted : 2020-05-26 Published : 2020-05-21

Keywords: Dairy Industry, Sensory Impulse, Sensory Marketing, Brand Image, Sensory Experience,

Abstract :

This study aims to design the causal model of sensory impulses in order to create a healthy, delicious, environmentally friendly (green) brand image in the dairy industry. It is a descriptive and practical research in which the quantitative data are collected based on time line. A questionnaire was used to assess consumer feedback and a semi-structured questionnaire and interview were used to measure expert feedback. The sample size of the consumer community was performed by non-probabilistic quota sampling and experts were selected by snowball sampling method. After identification of sensory impulse the structural equation method and PLS software were used to investigate the causal relationship between the variables. The results showed that the sense of smell and touch have a significant and positive effect on the positive image of the brand. Also, findings showed that the following impulses should be used to create a healthy and green brand image: soft packaging material, cool product temperature, product form neither thick nor thin, the packaging form neither unique nor repetitive, , the mild and pungent smell of the product, the smell of the product is a combination of feminine and masculine scents. And to create a delicious brand image: soft packaging material, cool product temperature, product form neither thick nor thin, the unique packaging form, sharp scent, the smell of the product is a combination of feminine and masculine scent . Of course, the low impact of the other sensory impulses should not be neglected

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