The Human Senses as Consumption and Brand Identity Boosters

  • Cátia Ramos
  • Ana Sampaio
  • Pedro RodriguesEmail author
Conference paper
Part of the Smart Innovation, Systems and Technologies book series (SIST, volume 167)


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.


Senses Sensory stimuli Sensory marketing Consumption Consumer Shop environment Brand identity Brand experience Lidl 


  1. 1.
    Ramos, M.G., Braga, T.C.: Branding sensorial: a relação marca x consumidor criada pela ambientação das lojas, pp. 81–109 (2011)Google Scholar
  2. 2.
    Hinestroza, N., James, P.: The effects of sensory marketing on the implementation of fastfood marketing campaigns. J. Manag. Mark. Res. 1–11 (2014)Google Scholar
  3. 3.
    Andrés, A., Caetano, J., Rasquilha, L.: Gestão de Experience Marketing: Quimera (2006)Google Scholar
  4. 4.
    Kotler, P.: Administração de Marketing: Análise, Planejamento, Implementação e Controle, 5ª Edição. Atlas, São Paulo (1998)Google Scholar
  5. 5.
    Lencaste, P.: O livro da Marca. Publicações Dom Quixote, Lisboa (2005)Google Scholar
  6. 6.
    Brito, C.: Gestão relacional da marca. In Lencaste, P. (ed.) O livro da Marca, pp. 329–344. Publicações Dom Quixote, Lisboa (2005)Google Scholar
  7. 7.
    Martins, J.: Branding – Um manual para você criar, gerenciar e avaliar marcas. São Paulo, Global Brands (2006)Google Scholar
  8. 8.
    Khanna, P., Mishra, S.: Power of senses in branding and its impact on consumer. VSRD Int. J. Bus. Manag. Res. 2(12), 20–623 (2012)Google Scholar
  9. 9.
    Hultén, B.: Sensory Marketing: Theoretical and Empirical Grounds. Routledge, New York (2015)CrossRefGoogle Scholar
  10. 10.
    Krishna, A.: An integrative review of sensory marketing: engaging the senses to affect perception, judgment and behavior. J. Consum. Psychol. 22(3), 332–351 (2012)CrossRefGoogle Scholar
  11. 11.
    Hultén, B.: Branding by the five senses: a sensory branding framework. J. Brand Strateg. 6(3), 281–292 (2017)Google Scholar
  12. 12.
    Lindstrom, M.: Brand Sense: Os segredos sensoriais que nos levam a comprar. Free Press, Nova Iorque (2010)Google Scholar
  13. 13.
    Hultén, B.: Sensory cues as in-store innovations: their impact on shopper—approaches and touch behaviour. J. Innov. Manag. 17–37 (2013)Google Scholar
  14. 14.
    Raghubir, P.: Visual perception—an overview. In: Krishna A. (ed.) Sensory Marketing—Research on the Sensuality of Products, pp. 201–217. Nova Iorque e Londres, Routledge (2010)Google Scholar
  15. 15.
    Herz, R.: The emotional, cognitive, and biological basics of olfaction—implications and considerations for scent marketing. In: Krishna A. (ed.) Sensory Marketing—Research on the Sensuality of Products, pp. 87–108. Nova Iorque e Londres, Routledge (2010)Google Scholar
  16. 16.
    Krishna, A., Elder, R.: The gist of gustation—an exploration of taste, food, and consumption. In: Krishna, A. (ed.) Sensory Marketing—Research on the Sensuality of Products, pp. 281–301. Nova Iorque e Londres, Routledge (2010)Google Scholar
  17. 17.
    Krishna, A., Morrin, M.: Does touch affect taste? The perceptual transfer of product container haptic cues. J. Consum. Res. 34(6), 807–818 (2008)CrossRefGoogle Scholar
  18. 18.
    Peck, J.: Does touch matter? Insights from haptic research in marketing. In: Krishna, A. (ed.) Sensory Marketing—Research on the Sensuality of Products, pp. 7–31. Nova Iorque e Londres, Routledge (2010)Google Scholar
  19. 19.
    Klatzky, R.: Touch—a gente tutorial with implications for marketing. In: Krishna, A. (ed.) Sensory Marketing—Research on the Sensuality of Products, pp. 33–47. Nova Iorque e Londres, Routledge (2010)Google Scholar
  20. 20.
    Yokston, E.: Auxiliary auditory ambitions—assessing ancillary and ambient sounds. In: Krishna, A. (ed.) Sensory Marketing—Research on the Sensuality of Products, pp. 157–167. Nova Iorque e Londres, Routledge (2010)Google Scholar
  21. 21.
    Solomon, M.: Comportamento do consumidor – Comprando, possuindo, sendo, 7ª edn. Bookman, Porto Alegre (2008)Google Scholar
  22. 22.
    Spence, C., Puccinelli, N., Grewal, D., Roggeveen, A.: Store atmospherics: a multisensory perspective. Psychol. Mark. 31(7), 472–488 (2014)CrossRefGoogle Scholar
  23. 23.
    Elder, R., Aydinoglu, N., Barger, V., Caldara, C., Chun, H., Lee, C., Mohr, G., Stamatogiannakis, A.: A sense of things to come—future research directions in sensory marketing. In: Krishna, A. (ed.) Sensory Marketing—Research on the Sensuality of Products, pp. 361–376. Nova Iorque e Londres, Routledge (2010)Google Scholar
  24. 24.
    Meyers-Levy, J., Bublitz, M., Peracchio, L.: The sounds of the marketplace—the role of audition in marketing. In: Krishna A. (ed.) Sensory Marketing—Research on the Sensuality of Products, pp. 137–156. Nova Iorque e Londres, Routledge (2010)Google Scholar
  25. 25.
    Yoon, S., Park, J.: Do sensory ad appeals influence brand attitude? J. Bus. Res. 65, 1534–1542 (2012)CrossRefGoogle Scholar
  26. 26.
    Kotler, P.: Atmospherics as a marketing tool. J. Retail. 49(4), 48–64 (1974)Google Scholar
  27. 27.
    Chebat, J., Michon, R.: Impact of ambient odors on mall shoppers’ emotions, cognition, and spending: a test of competitive causal theories. J. Bus. Res. 56, 529–539 (2003)Google Scholar
  28. 28.
    Spangenberg, E., Sprott, D., Grohmann, B., Tracy D.: Gender-congruent ambient scent influences on approach and avoidance behaviours in a retail store. J. Bus. Res. 59(12), 1281–1287 (2006)CrossRefGoogle Scholar
  29. 29.
    Morales, A.: Understanding the role of incidental touch in consumer behavior. In: Krishna, A. (ed.) Sensory Marketing—Research on the Sensuality of Products, pp. 49–62. Nova Iorque e Londres, Routledge (2010)Google Scholar
  30. 30.
    McCabe, D.B., Nowlis, S.M.: The effect of examining actual products or product description on consumer preference. J. Consum. Psychol. 13(4), 431–439 (2003)CrossRefGoogle Scholar
  31. 31.
    Machado, J.: A identidade da marca. In: Lencaste, P. (ed.) O livro da Marca, pp. 212–262. Publicações Dom Quixote, Lisboa (2005)Google Scholar
  32. 32.
    Nadanyiova, M., Kliestikova, J., Kolencik, J.: Sensory marketing from perspective of support tool for building brand value. Econom. Cult. 15(1), 96–104 (2018)Google Scholar
  33. 33.
    Morrin, M., Ratneshwar, S.: Does it make sense to use scents to enhance brand memory? J. Mark. Res. 40(1), 10–25 (2003)CrossRefGoogle Scholar
  34. 34.
    Brakus, J., Schmitt, B., Zarantonello, L.: Brand experience: what is it? How is it measured? Does it affect loyalty? J. Mark. 73(3), 52–68 (2009)CrossRefGoogle Scholar
  35. 35.
    Shieh, H., Lai, W.: The relationships among brand experience, brand resonance and brand loyalty in experiential marketing: evidence from smart phone in Taiwan. J. Econ. Manag. 28(2), 57–73 (2017)CrossRefGoogle Scholar
  36. 36.
    Ding, C., Tseng, T.: On the relationships among brand experience, hedonic emotions, and brand equity. Int. J. Distrib. Log. Manag. 49(7/8), 994–1015 (2015)CrossRefGoogle Scholar
  37. 37.
    Moreira, A., Fortes, N., Santiago, R.: Influence of sensory stimuli on brand experience, brand equity and purchase intention. J. Bus. Econ. Manag. 18(1), 68–83 (2017)CrossRefGoogle Scholar
  38. 38.
    Nadiri, H., Gunay, G.N.: Na empirical study to diagnose the outcomes of costumer’s experiences in trendy coffee shops. J. Bus. Econ. Manag. 14(1), 22–53 (2013)Google Scholar
  39. 39.
    Yoon, S.: Antecedents and consequences of in-store experiences based on an experiential typology. Eur. J. Mark. 47, 663–714 (2013)CrossRefGoogle Scholar
  40. 40.
    Peck, J., Childers, T.L.: To have and to hold: the influence of haptic information on product judgments. J. Mark. 67(2), 35–48 (2003)CrossRefGoogle Scholar
  41. 41.
    Areni, S., Kim, D.: The influence of in-store lighting on consumer’s examination of merchandise in a wine store. Int. J. Res. Mark. 11, 117–125 (1994)CrossRefGoogle Scholar
  42. 42.
    Smith, P.C., Curnow, R.: “Arousal hypothesis” and the effects of music on purchasing behavior. J. Appl. Psychol. 50(3), 255–256 (1966)CrossRefGoogle Scholar
  43. 43.
    Milliman, R.: Using background music to affect the behavior of supermarket shoppers. J. Mark. 46(3), 86–91 (1982)CrossRefGoogle Scholar
  44. 44.
    Yalch, R.F., Spangenberg, E.R.: The effects of music in a retail setting on real and perceived shopping times. J. Bus. Res. 49(2), 139–147 (2000)CrossRefGoogle Scholar
  45. 45.
    Lee, S.: Which senses matter more? The impact of our senses on team identity and team loyalty. Sport Mark. Q. 203–213 (2013)Google Scholar
  46. 46.
    Lin, K., Chang, C., Lin, Z., Tseng, M., Lan, L.: Application of experimental marketing strategy to identify factors affecting guests’ leisure behaviour in Taiwan HotSpring Hotel. WSEAS Trans. Bus. Econ. 6, 229–240 (2009)Google Scholar
  47. 47.
    Coleman, D., Chernatony, L., Christodoulides, G.: B2B service brand identity: scale development and validation. Ind. Mark. Manag. (40), 1063–1071 (2011)CrossRefGoogle Scholar
  48. 48.
    Sarquis, A., Glavam, A., Casagrande, J., Morais, A., Kich, M.: Marketing sensorial na comunicação de marca: um ensaio teórico. Braz. J. Manag. Innov. 2(3), 1–21 (2015)CrossRefGoogle Scholar

Copyright information

© Springer Nature Singapore Pte Ltd. 2020

Authors and Affiliations

  1. 1.ISMAI, Maia University InstituteMaiaPortugal
  2. 2.CEDTUR ISMAI, Maia University InstituteMaiaPortugal

Personalised recommendations