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Influence of sensory stimuli on brand experience, brand equity and purchase intention

2017-02-05Artigo científico Acesso aberto
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dc.contributor.authorMoreira, Antonio
dc.contributor.authorFortes, Nuno
dc.contributor.authorSantiago, Ramiro
dc.date.accessioned2026-02-19T12:25:57Z
dc.date.available2026-02-19T12:25:57Z
dc.date.issued2017-02-05en_US
dc.date.updated2026-01-27T01:17:33Z
dc.description.abstractSensory stimulation is used by various brands to induce desired behaviours among their customers. Although its effectiveness is recognised in business contexts, little research has been conducted on sensory marketing. In order to contribute to filling this gap, this study sought to build a model that explains how sensory stimulation influences intentions to purchase a brand. Brand experience and brand equity were expected to mediate this relationship. The empirical validation of the model was conducted by carrying out an online survey with a convenience sample of 302 customers of a brand of the catering industry. The data collected were processed using PLS-SEM methodology. The results reveal that sensory stimulation positively influences brand experience and brand equity, which, in turn, have a positive impact on intentions to purchase the brand in question. The relevant contributions that emerged from this study include not only bridging the aforementioned gap in the literature but also offering significant managerial implications.eng
dc.description.versioninfo:eu-repo/semantics/publishedVersion
dc.identifier.citationAntónio C. Moreira, Nuno Fortes & Ramiro Santiago (2017) Influence of sensory stimuli on brand experience, brand equity and purchase intention, Journal of Business Economics and Management, 18:1, 68-83, DOI: 10.3846/16111699.2016.1252793
dc.identifier.doi10.3846/16111699.2016.1252793en_US
dc.identifier.issn1611-1699en_US
dc.identifier.issn2029-4433en_US
dc.identifier.slugcv-prod-1607790
dc.identifier.urihttp://hdl.handle.net/10400.2/21365
dc.language.isoeng
dc.peerreviewedyes
dc.rights.uriN/A
dc.subjectSensory marketing
dc.subjectSensory stimuli
dc.subjectBrand experience
dc.subjectBrand equity
dc.subjectBrand purchase intention
dc.subjectConsumer behaviour
dc.subjectPLS-SEM
dc.subjectWxperiential marketing
dc.titleInfluence of sensory stimuli on brand experience, brand equity and purchase intentioneng
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage83
oaire.citation.issue1en_US
oaire.citation.startPage68
oaire.citation.titleJournal of Business Economics and Managementen_US
oaire.citation.volume18en_US
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
person.familyNameMoreira
person.givenNameAntonio
person.identifier.orcid0000-0002-6613-8796
rcaap.cv.cienciaid541F-5442-5666 | António Carrizo Moreira
rcaap.rightsopenAccessen_US
relation.isAuthorOfPublication51ad303d-335c-4e2f-bae3-fffffef2e2f5
relation.isAuthorOfPublication.latestForDiscovery51ad303d-335c-4e2f-bae3-fffffef2e2f5

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UAb | CiênciaVitae | Gestão e Economia