Sensory in Psychology Branding

Authors

  • Mohd Raziff Jamaluddin Faculty, Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Malaysia
  • Mohd Hafiz Hanafiah Faculty, Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Malaysia
  • Muhammad Izzat Zulkifly Faculty, Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Malaysia

DOI:

https://doi.org/10.21834/jabs.v4i17.79

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.   

Keywords: Sensory, cognitive, affective, psychology.

eISSN 2514-7528 © 2018. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open-access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.

 

Published

2018-07-20

How to Cite

Jamaluddin, M. R., Hanafiah, M. H., & Zulkifly, M. I. (2018). Sensory in Psychology Branding. Journal of ASIAN Behavioural Studies, 3(9), 123-129. https://doi.org/10.21834/jabs.v4i17.79

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