Title:
IMPACT OF SENSORY MARKETING STRATEGIES ON BRAND LOVE: A STUDY OF FRANCHISED FAST FOOD CHAINS IN SRI LANKA

Authors:
D.R. Dissabandara and D.M.R. Dissanayake

Abstract:
Brands competing in food industry require a clear emphasis on sensory stimuli when developing their marketing strategies to cater different segments in the market. Sensory marketing plays a vital role in creating long standing relationship with consumers. The impact s sensory marketing on consumer behaviour is a widely examined research scope but still empirical gaps are claimed within different product scopes and market contexts. Having said, this paper investigated the research problem of how sensory marketing strategies result brand love in line with the empirical gaps and practice issues posited within the franchised fast food chains in Sri Lanka. Study was based on the international franchised fast food channels operate in Sri Lanka. Multi stage cluster sampling method was used and 200 questionnaires were distributed to the consumers of fast food chains. Quantitative method was employed with a questionnaire to execute the study in order to investigate how five sub divisions of sensory marketing strategies influence brand love. Structural Equation Modelling (SEM) supported by a Confirmatory Factor Analysis (CFA) produced with AMOS-23 software version was occupied to test five hypotheses formulated in this study. Results revealed that four dimensions namely visual, olfactory, auditory & gustative factors impact brand love whilst tactile factors were not proven. Based on key findings this paper highlights the managerial implications and areas for future research directions.

Keywords:
Brand Love, Fast Food Chains, SEM, Sensory Marketing, Sri Lanka