Objective
Sensory marketing refers to the use of human senses—sight, sound, smell, taste, and touch—to attract customers and create a unique experience. This type aims to establish a deeper and more lasting connection with customers by influencing their emotions and sensory experiences (Pandey & Tripathi, 2025). However, the effectiveness of sensory marketing is often contingent upon the presence of complementary factors rather than sensory stimuli alone. Exploring the role of these complementary factors can aid in developing more effective marketing strategies and crafting engaging customer experiences (Gao & Shen, 2024). Increasing competition among stores means facing a greater number of strong and diverse competitors, all striving to attract customers. Under such circumstances, innovative in-store marketing methods become critical, as heightened competition necessitates enhanced customer experiences and grabbing their attention. Leveraging advanced technologies, designing personalized shopping experiences, and utilizing sensory marketing can help attract and retain customers (Pal et al., 2025). The current study examines the moderating role of brand reputation and store image in the relationship between sensory marketing and consumer behavioral tendencies.

Methodology
The statistical population of this study comprised all customers of Ofoq Kourosh Chain Store in Tehran, from which a sample of 384 respondents was selected. Data collection was conducted through a questionnaire, consisting of 10 dimensions and 35 items. Additionally, the Partial Least Squares (PLS) technique was employed for data analysis and hypothesis testing.

Findings
The first hypothesis revealed that sensory marketing has a positive and significant impact on brand experience and brand attachment. The second hypothesis showed that brand experience has a positive and significant impact on brand attachment. The third hypothesis indicated that store image moderates the relationship between sensory marketing, brand experience, and brand attachment. The fourth hypothesis demonstrated that emotional attachment has a positive and significant effect on brand equity, brand trust, and brand loyalty. The fifth hypothesis found that brand equity positively and significantly impacts customer satisfaction. The sixth hypothesis revealed that brand trust positively and significantly influences brand loyalty and customer engagement. The seventh hypothesis suggested that brand reputation moderates the relationship between trust and brand loyalty. The eighth hypothesis established that satisfaction positively and significantly influences loyalty. The ninth hypothesis showed that customer engagement positively and significantly affects brand loyalty.

Conclusion
In a comprehensive explanation of the hypotheses in this study, it can be concluded that sensory marketing, by leveraging multi-sensory elements such as sound, visuals, scent, taste, and touch, effectively fosters strong emotional bonds between customers and brands. On the one hand, sensory marketing creates immersive and engaging customer experiences by drawing on the principles of sensory experience design, thereby shaping consumers' perceptions and influencing their decision-making. On the other hand, by evoking positive emotions and pleasant memories, it strengthens customers' emotional attachment to the brand. Based on theories such as emotional memory, environmental perception, and emotional attachment, it becomes clear that these sensory interactions lead to more positive brand perceptions, increased perceived value, and the development of long-term customer relationships. Furthermore, variables such as trust, brand reputation, customer satisfaction, and consumer involvement serve as mediating or facilitating factors in this process. Trust in the brand and its reputation act as foundational signals of quality, legitimacy, and reliability, paving the way for continued customer engagement. In addition, customer satisfaction—arising from positive experiences—and active involvement with the brand contribute to the development of both behavioral and emotional loyalty. These findings, grounded in theories such as social trust, customer value, and consumer involvement, demonstrate that sensory marketing goes beyond creating momentary experiences and plays a fundamental role in building a sustainable, emotional, and profitable relationship between the brand and the consumer.