The Impact of Sensory Marketing on Brand Image. A Case Study on KFC in the Context of Pakistan

Abstract

In this pealing (noisy) world everybody is saying something and few are listing but people don’t want to listen mostly, they want to say something to others to create impressions, that’s how people want to create their good image in the mind of others, so that, they can be easily identifiable through their name and words. Same is the case with sensory marketing, especially complete five human senses has not been under observation among practitioners, marketers and consultants for the long time but only two of them was dominated, it includes sight and sound. But for the long time other three human senses was not been under considerations. It includes taste, tough, and smell (Hultén, Browses, & Van Dijk, 2009). Purpose: This research intends to investigate the impact of multi sensory marketing on brand image through the case of KFC in the context of Pakistan. Methods: The nature of the research was quantitative, in which data was collected from the respondents (People who experienced KFC) by using questionnaire method to identify the empirical research study of the impact of sensory marketing on brand image by taking KFC as a case study in the context of Pakistan. Research putt the data into SPSS software to analyze the impact of variables. Conclusion: Research study shows there is a positive correlation between sensory marketing and brand image. Marketers can use human all five senses to increase brand image by developing positive brand associations. Keywords: Sensory marketing, Brand Image, KFC, Sensory branding, Human five senses, Emotional marketing, Neuro Marketing, Brand awareness, Brand recall, Brand Associations, Consumer.