Sensory in Psychology Branding
Article Sidebar
Main Article Content
Abstract
With the rapid growth of information communication technology, tangible benefit is considered to be the critical element in communicating brand and building long lasting relationship. This paper attempts to establish the connection between sensory attributes of human to cognitive and affective elements that consequently lead to the brand loyalty. The data is collected by using self-reported questionnaire to the respondents who had stayed in the selected Five-star hotels in Kuala Lumpur. It is concluded that human senses were significant and positively influence the decision to stay loyal with the Five-star hotel brand.
Article Details
License
Copyright (c) 2018 Mohd Raziff Jamaluddin, Mohd Hafiz Hanafiah, Muhammad Izzat Zulkifly
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Citrin, A. V., Stem Jr, D. E., Spangenberg, E. R., & Clark, M. J. (2003). Consumer need for tactile input: an internet retailing challenge. Journal of Business Research, 56(11), 915-922.
Garlin, F. V., & Owen, K. (2006). Setting the tone with the tune: A meta-analytic review of the effects of background music in retail settings. Journal of Business Research, 59(6), 755-764.
Heide, M., & Grønhaug, K. (2006). Atmosphere: conceptual issues and implications for hospitality management. Scandinavian Journal of hospitality and Tourism, 6(4), 271-286.
Hultén, B. (2012). Sensory cues and shoppers' touching behaviour: the case of IKEA. International Journal of Retail & Distribution Management, 40(4), 273-289.
Jamaluddin, M.R., Hanafiah, M.H.M., & Hashim, R. (2011a) Preserving in five-star hotel segment. The 12th International Research Symposium on Service Excellence in Management, 607-616.
Kotler, P. (2003). Marketing management (Eleventh ed.). Delhi, India: Pearson Education (Singapore) Pte. Ltd. Chapter 1).
Mayhew, S. D., Hylands-White, N., Porcaro, C., Derbyshire, S. W., & Bagshaw, A. P. (2013). Intrinsic variability in the human response to pain is assembled from multiple, dynamic brain processes. NeuroImage, 75, 68-78
Soars, B. (2009). Driving sales through shoppers' sense of sound, sight, smell and touch. International Journal of Retail & Distribution Management, 37(3), 286-298.