Sensory Branding: A Pilot Study of the Effect of Sensory Value on Branding in Electronic Word of Mouth (eWOM)

• Main Author: Brenda Saris
• Format: Article
• Language: English
• Published: Athens Institute for Education and Research 2016-04-01
• Series: Athens Journal of Mass Media and Communications
• Subjects: brand loyalty; branding; ewom; senses; subjectivity
• Online Access: https://www.athensjournals.gr/media/2016-2-2-2-Saris.pdf

The purpose of this paper is to examine the effects of sensory value on branding as described through eWOM in social media through an experimental design that crosses valence (intrinsic appeal, positive or negative) with six branded products. The study considers relationships between the five human senses (sight, touch, taste, smell and sound), utilitarian/rational and hedonic/emotional brand appeals, and brand loyalty. Results indicate that the mean effect of valence from all senses for utilitarian/rational brands have registered highly significant statistical difference between the baseline question, positive and negative reinforcement. This result is different for hedonic/ emotional brands. Participant response from all five senses did not become more positive when a positive emotional eWOM opinion from a friend was posted online. Key elements emerge which consider emotional and subjective capabilities of the customer, which in turn may enable business to stay competitive in the shifting landscape of humanistic branding.