Where does product attachment come from? The effects of sight, hearing, and smell in the automobile market
-
Received June 26, 2023;Accepted October 20, 2023;Published November 13, 2023
-
Author(s)Link to ORCID Index: https://orcid.org/0000-0002-1795-4754
-
DOIhttp://dx.doi.org/10.21511/im.19(4).2023.10
-
Article InfoVolume 19 2023, Issue #4, pp. 124-131
- TO CITE АНОТАЦІЯ
- 220 Views
-
65 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
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.
- Keywords
-
JEL Classification (Paper profile tab)M31, L62
-
References30
-
Tables5
-
Figures1
-
- Figure 1. Hypothetical model
-
- Table 1. Distribution of respondent attributes in each country
- Table 2. Question list
- Table 3. Exploratory factor analysis
- Table 4. Structural equation modeling results
- Table 5. Multiple group structural equation modeling results
-
- Ahn, J., & Back, K. J. (2018). Antecedents and consequences of customer brand engagement in integrated resorts. International Journal of Hospitality Management, 75, 144-152.
- Anetoh, J. C., Nnabuko, J. O., Okolo, V. O., & Anetoh, V. C. (2020). Sensory attributes of malt drinks and consumer purchase decisions. Journal of Food Products Marketing, 26(5), 317-343.
- Biswas, D., & Szocs, C. (2019). The smell of healthy choices: Cross-modal sensory compensation effects of ambient scent on food purchases. Journal of Marketing Research, 56(1), 123-141.
- De Luca, R., & Botelho, D. (2020). Olfactory priming on consumer categorization, recall, and choice. Psychology & Marketing, 37(8), 1101-1117.
- De Luca, R., & Botelho, D. (2021). The unconscious perception of smells as a driver of consumer responses: A framework integrating the emotion-cognition approach to scent marketing. AMS Review, 11(1), 145-161.
- Dortyol, I. T. (2020). Being Jean-Baptiste Grenouille: On the trail of consumers’ olfactory perceptions. Qualitative Research Journal, 20(2), 188-204.
- Haase, J., Wiedmann, K. P., & Bettels, J. (2020). Sensory imagery in advertising: How the senses affect perceived product design and consumer attitude. Journal of Marketing Communications, 26(5), 475-487.
- Haase, J., Wiedmann, K. P., & Labenz, F. (2018). Effects of consumer sensory perception on brand performance. Journal of Consumer Marketing, 35(6), 565-576.
- Japutra, A., Ekinci, Y., & Simkin, L. (2018). Positive and negative behaviours resulting from brand attachment: The moderating effects of attachment styles. European Journal of Marketing, 52(5/6), 1185-1202.
- Jürkenbeck, K., & Spiller, A. (2021). Importance of sensory quality signals in consumers’ food choice. Food Quality and Preference, 90, 104155.
- Kastenholz, E., Marques, C. P., & Carneiro, M. J. (2020). Place attachment through sensory-rich, emotion-generating place experiences in rural tourism. Journal of Destination Marketing & Management, 17, 100455.
- Kato, T. (2021). Factors of loyalty across corporate brand images, products, dealers, sales staff, and after-sales services in the automotive industry. Procedia Computer Science, 192, 1411-1421.
- Krishna, A., & Elder, R. S. (2021). A review of the cognitive and sensory cues impacting taste perceptions and consumption. Consumer Psychology Review, 4(1), 121-134.
- Labrecque, L. I. (2020). Color research in marketing: Theoretical and technical considerations for conducting rigorous and impactful color research. Psychology & Marketing, 37(7), 855-863.
- Lund, C. (2015). Selling through the senses: Sensory appeals in the fashion retail environment. Fashion Practice, 7(1), 9-30.
- Markus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion, and motivation. Psychological Review, 98(2), 224-253.
- Marozzo, V., Raimondo, M. A., Miceli, G. N., & Scopelliti, I. (2020). Effects of au naturel packaging colors on willingness to pay for healthy food. Psychology & Marketing, 37(7), 913-927.
- Mehraliyev, F., Kirilenko, A. P., & Choi, Y. (2020). From measurement scale to sentiment scale: Examining the effect of sensory experiences on online review rating behavior. Tourism Management, 79, 104096.
- Morrin, M., & Tepper, B. J. (2021). Multisensory marketing: Effects of environmental aroma cues on perception, appetite, and consumption of foods and drinks. Current Opinion in Food Science, 40, 204-210.
- Park, M., & Yoo, J. (2018). Benefits of mass customized products: Moderating role of product involvement and fashion innovativeness. Heliyon, 4(2), e00537.
- Pathak, A., & Motoki, K. (2022). Evaluating brand names without vowels. Food Quality and Preference, 97, 104450.
- Piselli, A., Baxter, W., Simonato, M., Del Curto, B., & Aurisicchio, M. (2018). Development and evaluation of a methodology to integrate technical and sensorial properties in materials selection. Materials & Design, 153, 259-272.
- Ruzeviciute, R., Kamleitner, B., & Biswas, D. (2020). Designed to s(m)ell: When scented advertising induces proximity and enhances appeal. Journal of Marketing Research, 57(2), 315-331.
- Sanz Segura, R., & Manchado Pérez, E. (2018). Product sound design as a valuable tool in the product development process. Ergonomics in Design, 26(4), 20-24.
- Satti, Z. W., Babar, S. F., & Parveen, S. (2022). Role of customer satisfaction as a mediator between sensory marketing and customer loyalty: A case of Pakistani restaurant industry. Journal of International Food & Agribusiness Marketing.
- Sunaga, T. (2018). How the sound frequency of background music influences consumers’ perceptions and decision making. Psychology & Marketing, 35(4), 253-267.
- Takada, M. (2019). Design and value of product sound. Proceedings of the INTER-NOISE and NOISE-CON Congress and Conference (pp. 2772-2783). Institute of Noise Control Engineering.
- Tantanatewin, W., & Inkarojrit, V. (2018). The influence of emotional response to interior color on restaurant entry decision. International Journal of Hospitality Management, 69, 124-131.
- Tao, H., Zhou, Q., Tian, D., & Zhu, L. (2022). The effect of leisure involvement on place attachment: Flow experience as mediating role. Land, 11(2), 151.
- Wang, Y. S., Shen, G. Q., & Xing, Y. F. (2014). A sound quality model for objective synthesis evaluation of vehicle interior noise based on artificial neural network. Mechanical Systems and Signal Processing, 45(1), 255-266.
-
-
Conceptualization
Takumi Kato
-
Data curation
Takumi Kato
-
Formal Analysis
Takumi Kato
-
Funding acquisition
Takumi Kato
-
Investigation
Takumi Kato
-
Methodology
Takumi Kato
-
Project administration
Takumi Kato
-
Resources
Takumi Kato
-
Software
Takumi Kato
-
Supervision
Takumi Kato
-
Validation
Takumi Kato
-
Visualization
Takumi Kato
-
Writing – original draft
Takumi Kato
-
Writing – review & editing
Takumi Kato
-
Conceptualization
-
Brand activism and millennials: an empirical investigation into the perception of millennials towards brand activism
A. Shivakanth Shetty , Nagendra Belavadi Venkataramaiah , Kerena Anand doi: http://dx.doi.org/10.21511/ppm.17(4).2019.14Problems and Perspectives in Management Volume 17, 2019 Issue #4 pp. 163-175 Views: 5267 Downloads: 2297 TO CITE АНОТАЦІЯThe reckless pursuit of social, environmental, political and cultural issues and brands may alienate the very customer base, whom they try to impress, especially the millennials. Hence, this study intends to study the perceptions of millennials towards brand activism, so that the findings from the study can help the brand managers to steer their brands into the troubled waters of brand activism. The methodology followed is HTAB (Hypothesize, Test, Action, Business), a popular analysis framework given by Ken Black in his book titled “Business Statistics: Contemporary Decision Making (6th ed.)” A sample comprising of 286 respondents was collected. The final data had 286 observations and 45 features across seven categories.
It was found that millennials prefer to buy a brand if it supports a cause or purpose and they stop buying if brand behaves unethically. It was also observed that there is no gender difference amongst the millennials towards their perceptions concerning brand activism. Moreover, millennials across different income categories have similar perceptions of brand activism. It was also substantiated that the emotional tie of the millennials with the brand existing for a cause goes beyond price shifts and brands taking a political stance, cherry-picking of issues and being disruptive prompts and creates profound backlash for the brands.
-
Management of visual communications in insurance companies (on the example of using icons in logos)
Problems and Perspectives in Management Volume 15, 2017 Issue #2 (cont. 2) pp. 319-331 Views: 1646 Downloads: 4460 TO CITE АНОТАЦІЯThis article is devoted to the study of insurance business development in Ukraine and Russia in the late XIX – early XXI centuries, generation and identification of special aspects of formation and use of sacred art elements in corporate identity of insurance companies.
The purpose of this article is to discuss the concept of management of visual communications in insurance companies, an important component of which is the formation and development of brands in the insurance market, which include elements of sacred art.
Corporate identity gives insurers a new methodology for managing marketing communications. The author proves the corporate identity of insurance companies and its place in the system of marketing communications. Due attention is paid to corporate identity of National Joint-Stock Insurance Company “Oranta” (Ukraine), Insurance LLC “Oranta” (Russia) and Insurance Company “Rossiya” (Russia). There are given examples of the use of Orans (Oranta) and the Burning Bush icons inscriptions in corporate identity of insurance companies. The author describes icons in corporate identity of insurance companies and definitely their role in the communication process. Conflict situations over the use of the Orans brand in Ukraine are analyzed. The need to be careful enough in using sacred symbols in the corporate style of insurance companies is emphasized. Evolution of the logo insurance companies is presented.
Examples of integrating corporate identity into the strategy and tactics of insurance companies are shown. -
Brand loyalty towards online accommodation booking platforms
This study investigates the brand loyalty of consumers in the online booking platform industry. The Mabalingwe Nature Reserve served as a case study, while the Moolla and Bisschoff brand loyalty model was used to measure brand loyalty across twelve antecedents. This study aimed to, firstly, validate the model for use in online booking platforms, secondly, to measure the reliability of the data, and finally, to measure brand loyalty across twelve antecedents in online booking platforms. Online questionnaires were distributed via an online link by the booking managers of the game reserve, and 131 responses were captured; this represented a statistically adequate sample as per the KMO measure (.741). The descriptive statistics, using a 5-point Likert scale, showed that Brand trust (4.03) and Customer satisfaction (3.96) are the most important brand loyalty antecedents, while Culture (2.34) is the least important brand loyalty antecedent in an online booking platform. Exploratory factor analysis validated the questionnaire for online booking platforms, while Cronbach’s alpha coefficient (.701) indicated that the reliability of the data is acceptable. Regarding latent variable identification, Brand quality and Brand relationship are two most important factors, respectively, explaining variance of 13.1% and 8.7%. The study culminated in a model to measure and manage brand loyalty of online booking platforms. This model can be operationalized for use by managers, researchers, and academia.