Impact of sensory marketing on brand loyalty and consumers purchase intention: a quantitative study in the QSR industry

The prime purpose of this paper is to understand the impact of dimensions of sensory marketing on consumers purchase intention and brand loyalty in the quick service restaurant (QSR) industry. On the basis of in-depth literature review, a conceptual model showing the dimensions and outcomes of sensory marketing was developed and structural equation modelling was carried out to ascertain the research framework. The conceptual model shows the hypothesised relation between the seven constructs: sight, sound, smell, taste, touch, consumers purchase intention and brand loyalty. Structured questionnaires were used to collect data of a sample size of 540 respondents. The empirical results reveal that sensory marketing dimensions: sight, smell, taste and touch positively influences consumers brand loyalty whereas sound has no impact on brand loyalty in the QSR industry. Also sight, smell and taste positively influences the consumers purchase intention whereas sound and touch has no impact on consumers purchase intention in the QSR industry. The contribution of the paper lies in filling the research gaps, developing an original sensory marketing model for the QSR industry and further validating it through quantitative study. The result of the research is of significance to academicians, policy makers and marketing practitioners.