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Do sensory ad appeals influence brand attitude?

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  • Yoon, Sung-Joon
  • Park, Ji Eun

Abstract

This article presents two studies that investigate whether or not sensory appeal preferences in advertisements affect brand attitude. Study 1 seeks to discover empirically whether self-referencing and positive affect mediate sensory appeals to influence consumers' attitudes toward a brand, and whether such mediation effects differ across various ad formats. Study 2, a case approach, attempts to derive core sensory concepts through qualitative techniques as applied to an established specialty coffee brand. The results indicate that self-referencing and positive affect both have significant mediating effects between sensory appeal preferences and attitudes toward a coffee brand. Moreover, the finding that sensory preferences enhance ad effectiveness using particular delivery platforms sheds important insights on creative strategies for sensory ads. As a result of qualitative techniques that elicited metaphoric images regarding the specialty coffee brand, this research found that sight was the most influential sense. In the end, this paper discusses the implications concerning synaesthetic assumptions made and tested in this research as well as the broader applicability of the sensory approach to advertising effectiveness.

Suggested Citation

  • Yoon, Sung-Joon & Park, Ji Eun, 2012. "Do sensory ad appeals influence brand attitude?," Journal of Business Research, Elsevier, vol. 65(11), pages 1534-1542.
  • Handle: RePEc:eee:jbrese:v:65:y:2012:i:11:p:1534-1542
    DOI: 10.1016/j.jbusres.2011.02.037
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    References listed on IDEAS

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    1. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 24(4), pages 343-373, March.
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    3. Holbrook, Morris B & Batra, Rajeev, 1987. "Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising," Journal of Consumer Research, Oxford University Press, vol. 14(3), pages 404-420, December.
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    Cited by:

    1. Cowan, Kirsten & Spielmann, Nathalie & Horn, Esther & Griffart, Clovis, 2021. "Perception is reality… How digital retail environments influence brand perceptions through presence," Journal of Business Research, Elsevier, vol. 123(C), pages 86-96.
    2. Šliburytė Laimona & Vaitiekė Jurgita, 2019. "Exploring the Effect of Ambient Scent on Consumer Impulsive Buying Behaviour: Theoretical Insights," Management of Organizations: Systematic Research, Sciendo, vol. 81(1), pages 101-118, June.
    3. Huang, Tseng-Lung, 2019. "Psychological mechanisms of brand love and information technology identity in virtual retail environments," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 251-264.
    4. António 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, Taylor & Francis Journals, vol. 18(1), pages 68-83, January.
    5. Victoria-Sophie Osburg & Vignesh Yoganathan & Boris Bartikowski & Hongfei Liu & Micha Strack, 2020. "Effects of Ethical Certification and Ethical eWoM on Talent Attraction," Journal of Business Ethics, Springer, vol. 164(3), pages 535-548, July.
    6. Fengjun Liu & Lu Meng & Yijun Zhao & Shen Duan, 2020. "The influence of the corporate social responsibility disclosures on consumer brand attitudes under the impact of COVID-19," Frontiers of Business Research in China, Springer, vol. 14(1), pages 1-22, December.
    7. Ioana-Octavia BRÃTULESCU & Simona VASILACHE, 2014. "A Cluster Analysis of Senses Effects on Consumer Behavior. Lessons for Businesses," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 15(3), pages 343-359, July.
    8. Yoganathan, Vignesh & Osburg, Victoria-Sophie & Akhtar, Pervaiz, 2019. "Sensory stimulation for sensible consumption: Multisensory marketing for e-tailing of ethical brands," Journal of Business Research, Elsevier, vol. 96(C), pages 386-396.
    9. Stavrakoudis, Athanassios & Panagiotou, Dimitrios, 2016. "Price dependence and asymmetric responses between coffee varieties," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 17(2), June.
    10. Sundar, Aparna & Dinsmore, John B. & Paik, Sung-Hee Wendy & Kardes, Frank R., 2017. "Metaphorical communication, self-presentation, and consumer inference in service encounters," Journal of Business Research, Elsevier, vol. 72(C), pages 136-146.

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