Takumi Kato

Sensory marketing is advantageous because it can help reduce the amount invested to yield such a high effect. However, the existing literature in this area is limited to services (restaurants, hotels, retail, tourism, etc.) and foods for which it is easy to have sensitive sensory experiences. This study aimed to clarify the influence of sensory stimuli on attachment in the Japanese and American automobile markets. An online survey was distributed through a Japanese research company to 1,000 car owners in their 20s to 60s (500 people from each country). The results of applying structural modeling to the survey data confirm the significant effect of sight (β = 0.336, p-value < 0.000), which consists of styling and colors in the exterior and interior, and hearing (β = 0.379, p-value < 0.000), which consists of driving sound, door sound, and startup sound. In contrast, the results indicate no effect of smell (β = –0.031, p-value = 0.663). In addition, comparing the two countries, sight (β = 0.721, p-value < 0.000) was effective in Japan, and hearing (β = 0.741, p-value < 0.000) was effective in the United States. Practitioners should comprehensively evaluate sensory stimuli, understand their priorities, and deliver sensory experiences in multiple functions. This consistent embodiment can strengthen the consumer’s attachment to the product.

Acknowledgment
This work was supported by Japan Society for the Promotion of Science KAKENHI Grant Number JP23K12567.

The increasing global competitiveness of university admissions has propelled the need to understand the critical factors underlying students’ loyalty. Although extensive research has been conducted on student loyalty, it focuses predominantly on student-centric activities, targeting only inward-looking measures aimed at students. In the corporate context, employees are considered the “second audience” for external marketing promotions, and the impact of these promotions on employee job satisfaction has been well researched. However, in the university context, little is known about how external policies affect student loyalty. Therefore, this study aimed to clarify the influence of both inward- and outward-looking activities on student loyalty in Japanese universities. An online survey was conducted for 1,000 Japanese university students. The results of applying structural equation modeling to the survey data confirm the positive effect of inward-looking measures on student loyalty. Significant effects were found for lectures (β = 0.670, p-value < 0.000) and job hunting (β = 0.250, p-value < 0.000), while campuses also showed a positive effect (β = 0.148, p-value = 0.039). Among outward-looking measures, only celebrity endorsements contributed positively to loyalty (β = 0.136, p-value = 0.026), while sports and digital channel promotions had negative effects, contrary to expectations. This may be attributed to the reliance of sports on wins and losses and digital channel promotions often inducing feelings of envy when students observe others’ successes. Therefore, when university policymakers implement measures to strengthen their external brands, they must consider their impact on enrolled students.