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The Human Senses as Consumption and Brand Identity Boosters

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Marketing and Smart Technologies

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 167))

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Abstract

Brands increasingly seek to stand out from the competition and reach beyond the minds of consumers. This research has as main objective to understand the importance of the senses and sensorial stimuli in the consumption and in the own identity of the brand. In order to consolidate this research, Lidl was the chosen brand. Throughout the study, the following variables will be studied: sensorial senses/senses, store environment, brand experience, and brand identity. It seeks to understand their influence relationships and in what way they can also influence consumption. This is a quantitative study where a questionnaire survey was conducted for 328 respondents. The collected data were processed using statistical software such as SPSS to perform the descriptive analysis of the variables as well as the exploratory factorial analysis and the Smart PLS for the confirmatory factorial analysis and the structural equations model (SEM). The results show that sensory stimuli have a positive and significant influence on the Store Environment as well as the Brand Experience and this is also positive and significant in Brand Identity. The influence that the Brand Identity exerts on the Brand Experience is also positive and, although smaller, the Store Environment also influences the Brand Experience positively.

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Author information

Authors and Affiliations

  1. ISMAI, Maia University Institute, Maia, Portugal

    Cátia Ramos & Pedro Rodrigues

  2. CEDTUR ISMAI, Maia University Institute, Maia, Portugal

    Ana Sampaio

Authors
  1. Cátia Ramos
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  2. Ana Sampaio
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  3. Pedro Rodrigues
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Corresponding author

Correspondence to Pedro Rodrigues .

Editor information

Editors and Affiliations

  1. DEI/FCTUC, University of Coimbra, Coimbra, Portugal

    Álvaro Rocha

  2. University Institute of Maia—ISMAI, Maia, Portugal

    José Luís Reis

  3. FHNW School of Business, FHNW University of Applied Sciences and Arts, Olten, Switzerland

    Marc K. Peter

  4. Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

    Zorica Bogdanović

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Ramos, C., Sampaio, A., Rodrigues, P. (2020). The Human Senses as Consumption and Brand Identity Boosters. In: Rocha, Á., Reis, J., Peter, M., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 167. Springer, Singapore. https://doi.org/10.1007/978-981-15-1564-4_24

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