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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)

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.

Keywords

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

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Copyright information

© Springer Nature Singapore Pte Ltd. 2020

Authors and Affiliations

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

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