Journal of Business Management

Journal of Business Management

The Moderating Role of Brand Reputation and Store Image in the Relationship between Sensory Marketing and Consumer Behavioral Tendencies

Document Type : Research Paper

Authors
Mohammadreza Darvishinia 1
Gholamhossein Khorshidi 2
Fatemeh Zahra Shokuhian 1
1 M.Sc. Student, Department of Business Management, Faculty of Humanities, Shahed University, Tehran, Iran.
2 Prof., Department of Business Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran.
10.22059/jibm.2025.392778.4949
Abstract
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.
Keywords
Brand reputation
Consumer behavioral intentions
Sensory marketing
Store image
Subjects
References
Abou-Shouk, M., Zouair, N., Abdelhakim, A., Roshdy, H. & Abdel-Jalil, M. (2024). The effect of immersive technologies on tourist satisfaction and loyalty: the mediating role of customer engagement and customer perceived value. International Journal of Contemporary Hospitality Management, 36(11), 3587-3606.
Agag, G., Shehawy, Y. M., Almoraish, A., Eid, R., Lababdi, H. C., Labben, T. G. & Abdo, S. S. (2024). Understanding the relationship between marketing analytics, customer agility, and customer satisfaction: A longitudinal perspective. Journal of Retailing and Consumer Services, 77, 103663.
Ahmadi, A. & Ataei, A. (2024). Emotional attachment: a bridge between brand reputation and brand advocacy. Asia-Pacific Journal of Business Administration, 16(1), 1-20.
Alfian, R., Nugroho, W. F. & Yuliana, L. (2024). Analysis of Brand Awareness, Brand Loyalty and Brand Reputation on Purchase Decisions. Jurnal Bisnis dan Manajemen, 11(1), 63-74.
Alfikry, A., Widodo, A., Silvianita, A. & Rubiyanti, N. (2024). The Effect of Sensory Marketing, Brand Experience, Brand Image, and Perceived Service Quality on Brand Loyalty with Customer Satisfaction as an Intervening Variable (Study Conducted on Luxury Brand Product Consumers): A Conceptual Paper. International Journal of Scientific Multidisciplinary Research, 2(5), 523-538.
Ananda, A. A. & Hussein, A. S. (2021). The influence of store image on repurchase intention: the mediation role of perceived value and customer satisfaction. International Journal of Research in Business and Social Science, 10(4), 17-27.
Antunes, I. F. S. & Veríssimo, J. M. C. (2024). A bibliometric review and content analysis of research trends in sensory marketing. Cogent Business & Management, 11(1), 2338879.
Asad, S. (2024). The Effect of Social Media Influencers on Brand Trust and the Moderating Role of. Market Forces, 19 (1), 1- 28.
Bhakuni, P., Rajput, S., Sharma, B. K. & Bhakar, S. S. (2021). Relationship between brand image and store image as drivers of repurchase intention in apparel stores. Gurukul Business Review, 17(1), 63-73.
Cankül, D., Kaya, S. & Kızıltaş, M. Ç. (2024). The effect of gastronomic experience on restaurant image, customer perceived value, customer satisfaction and customer loyalty. International Journal of Gastronomy and Food Science, 36, 100908.
Castillo-Villar, F. R. & Murillo, E. (2025). Industrial brand equity: a systematic literature review and directions for future research. Cogent Business & Management, 12(1), 2440623.
Cheng, G., Han, X., Yu, W. & He, M. (2024). Customer engagement, moral identity and oppositional brand loyalty in virtual communities. Journal of Product & Brand Management, 33(7), 855-868.
Gao, F. & Shen, Z. (2024). Sensory brand experience and brand loyalty: Mediators and gender differences. Acta Psychologica, 244, 104191.
Ghazimirsaeid, S. & Abdolvand, M. A. (2018). The Role of Multisensory Environmental Stimuli in Enhancing Refah Chain Stores Customers in Store Experience. New Marketing Research Journal, 8(3), 141-162. doi: 10.22108/nmrj.2019.109226.1582 (in Persian)
Haghighi, M., Roshandel Arbatani, T., Roosta, A. R. & Salehi, A. (2017). A Model for Multi-sensory Marketing in Tourism Destination Branding. Journal of Business Management, 9(1), 63-82. doi: 10.22059/jibm.2017.62318 (in Persian)
Harjanto, H. C., Ellitan, L. & Muljani, N. (2021). The influence of brand experience and emotional attachment on brand trust and brand Loyalty Church Mawar Sharon, West Surabaya. Research In Management and Accounting (RIMA), 4(1), 24-36.
Kini, A. N., Savitha, B. & Hawaldar, I. T. (2024). Brand loyalty in FinTech services: The role of self-concept, customer engagement behavior and self-brand connection. Journal of Open Innovation: Technology, Market, and Complexity, 10(1), 100240.
Nyamekye, M. B., Adam, D. R., Boateng, H. & Kosiba, J. P. (2023). Place attachment and brand loyalty: the moderating role of customer experience in the restaurant setting. International Hospitality Review, 37(1), 48-70.
Pal, D., Srivastava, K. & Gupta, N. (2025). Sensory marketing: the mediating role of hedonic emotions between multisensory experiences and mall patronage intention. Asia Pacific Journal of Marketing and Logistics, 37(1), 80-98.
Pandey, V. & Tripathi, V. (2025). Four decades of sensory marketing: a hybrid review and future research agenda. International Journal of Consumer Studies, 49(1), e70007.
Panyekar, A. & Marsasi, E. G. (2024). The role of brand equity, brand authenticity, brand trust to increase customer satisfaction. JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan), 8(1), 71-89.
Pareek, R., Kumari, L., Mongia, A. & Sharma, M. (2025). Sensory Marketing and Its Influence on Consumer Buying Behavior: A Comprehensive Analysis. In Impact of Sensory Marketing on Buying Behavior (pp. 201-218). IGI Global.
Ragab, H., Polo-Peña, A. I. & Mahrous, A. A. (2024). The effect of airline service quality, perceived value, emotional attachment, and brand loyalty on passengers’ willingness to pay: The moderating role of airline origin. Case Studies on Transport Policy, 18, 101313.
Rahmani Khorami, F., Safarzadeh, H. & Nourbakhsh, S. K. (2023). Development of Indigenous Brand Image Model for Manufacturing and Service Industries in the Essential Production Supply Sector for Dairy Products. Journal of Business Management, 15(3), 602-621. doi: 10.22059/jibm.2023.343834.4384
Ramanayaka, L. J. (2025). Sensory Neuro-Marketing in Sales: Crafting Irresistible Dining Experiences. In Impact of Sensory Marketing on Buying Behavior (pp. 337-366). IGI Global.
Santos, M. A., Dopico-Parada, A. & Cabanelas, P. (2025). Cooking unforgettable experiences: sensory marketing in slow food restaurants. European Journal of Management and Business Economics.
Saputri, R. Z., Putra, M. F. R. & Yuliana, L. (2024). Analysis of Brand Credibility and Brand Reputation on Brand Performance. Jurnal Ekonomi, 13(01), 2311-2320.
Seyyedamiri, N., Abdolmohammad Sagha, M. & Foroudi, P. (2022). Marketing and Senses: The Influence of Scent and Color Cues on the Affective Costumer Experience of Food e-Tailing. New Marketing Research Journal, 12(1), 1-24. doi: 10.22108/nmrj.2021.129961.2516 (in Persian)
Shahid, S., Paul, J., Gilal, F. G. & Ansari, S. (2022). The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores. Psychology & Marketing, 39(7), 1398-1412.
Sobaih, A.E. E., Gharbi, H., Brini, R. & Aliane, N. (2025). Exploring the Mediation Effect of Brand Trust on the Link Between Tourism Destination Image, Social Influence and Brand Loyalty. Societies, 15(1), 9.
Suryawan, T. G. A. W. K., Handayani, M. M., Putri, C. I. A. V. N. & Yeni, N. P. R. P. (2024). Product Quality, WOM, and Store Image on Consumer Purchase Decisions: Evidence from Mbarshopp Store Bali. EKOMA: Jurnal Ekonomi, 3(5), 654-667.
Tran, V. A., Tran, Q. N., Doan, H. M., La, G. L., Vu, T. D. & Pham, T. H. (2024). How sensory marketing affects perceived service quality and customer satisfaction: study in Vietnam public hospitals. Journal of Health Organization and Management, 39(4), 568-583.
Tyagi, P. K. & Tyagi, P. (2022). Customer perception and brand image through sensory marketing. In Disruptive Innovation and Emerging Technologies for Business Excellence in the Service Sector (pp. 41-68). IGI Global.
Zaghloul, M., Barakat, S. & Rezk, A. (2024). Predicting E-commerce customer satisfaction: Traditional machine learning vs. deep learning approaches. Journal of Retailing and Consumer Services, 79, 103865.
Journal of Business Management
Volume 18, Issue 3
2026
Pages 935-960