Presenting a Sensory Branding Model in Industrial Markets with an Emphasis on Sustainability Considerations

Introduction
Sensory branding and marketing have significant potential to influence customers by creating memorable experiences and fostering positive attitudes; however, manufacturing companies in the country have made limited efforts to capitalize on this potential. A review of the domestic literature indicates that the concept of branding remains largely theoretical and has not been widely implemented in practical marketing activities. In particular, there is a notable lack of evidence regarding the application of sensory marketing and branding in industrial disinfectant markets. Moreover, much of the existing research on sensory branding—both domestically and internationally—has focused on business-to-consumer (B2C) contexts, with relatively few studies examining its application in business-to-business (B2B) markets.
Another important motivation for this research is the need to incorporate sustainability considerations into sensory branding, an issue that has received limited attention in the literature. Accordingly, the primary objective of this study is to develop a sensory branding model for industrial markets with an emphasis on sustainability considerations. In addition to its theoretical contributions, this research provides practical guidelines for managers of disinfectant companies to enhance market share through the effective implementation of sensory branding. Therefore, the main research question is: What are the underlying factors of sensory branding in industrial markets with an emphasis on sustainability considerations?
From a theoretical perspective, it can be argued that consumer emotions influence satisfaction (particularly dissatisfaction), behavioral change resulting from negative experiences, and attitude adjustment, as attitudes inherently comprise both cognitive and affective components. Since satisfaction and attitudes also influence B2B purchasing decisions, it can be inferred that emotions play a meaningful role in B2B decision-making processes. Furthermore, individual differences related to personality traits and situational factors in B2B contexts are likely to be reflected in emotional responses and, consequently, become part of the decision-making mechanism. Research on sensory marketing in B2B markets emphasizes that the five human senses significantly shape customer experience; thus, in industrial markets, sensory-driven experiences can influence firms’ purchasing decisions (Pandy et al., 2018). Although customer experience has become a priority in B2C markets, B2B firms have lagged in this regard, largely because B2B transactions are perceived as more rational and less personalized than B2C interactions.
Recent studies further highlight the relevance of sensory experiences and sustainability. Nako et al. (2024), in a study titled The Impact of Sensory Experience on Perceived Environmental Sustainability and Word-of-Mouth Advertising, collected data from tourists and residents in Sikkim and analyzed them using SPSS, Process Macro, and AMOS. The findings indicated that sensory experience significantly influences perceived environmental sustainability and word-of-mouth advertising, with satisfaction moderating this relationship. Tonin et al. (2024), in The Impact of Sensory Branding and Technology on Consumer Behavior in Designing a Physical Retail Experience: A Multigenerational Experimental Study, provided an integrated understanding of consumer behavior and proposed fourteen design guidelines to enhance physical retail experiences. Chang and Cheng (2023), in their study The Impact of Sensory Perceptions and Sensory Brand Experience on Customer Behavioral Intentions in the Context of Cartoon-Themed Restaurants, found that sensory brand experience mediates the relationship between sensory perceptions and behavioral intentions, with this relationship moderated by innovative image and perceived food healthiness.
 
Methodology
The primary objective of this study is to develop a sensory branding model for industrial markets with an emphasis on sustainability considerations using a mixed-method approach. Accordingly, the research is classified as applied-developmental in terms of purpose and descriptive–survey in terms of method, employing a mixed qualitative–quantitative approach within a cross-sectional time frame. In the qualitative phase, the initial research model was developed using grounded theory methodology, including open, axial, and selective coding. Data were collected through semi-structured interviews. In the quantitative phase, the derived model was empirically validated using a questionnaire developed from the qualitative findings, comprising 11 dimensions and 88 items. The qualitative sample included 11 academic experts and senior managers and specialists from companies active in the disinfectant industry, selected through snowball sampling. The quantitative population consisted of customers, organizations, and industrial users of disinfectants, estimated at 100,000 individuals in 1401, from which a sample of 384 respondents was selected based on the Morgan table using cluster random sampling. Content validity and construct validity were employed to assess questionnaire validity, with convergent and discriminant validity used to evaluate construct validity. Reliability was confirmed using Cronbach’s alpha and composite reliability indices. Data analysis was conducted using descriptive and inferential statistics, and hypotheses were tested through the bootstrap method using SmartPLS software. Qualitative data analysis was performed using MAXQDA software.
 
Findings
The qualitative findings identified causal conditions (neuro-based marketing and directing consumer behavior toward sustainability), contextual conditions (green customer experience management), the central phenomenon (sensory branding), strategies and actions (green sensory advertising, strategic initiatives, and the creation of a green brand identity), intervening conditions (customer communication channels and the use of sensory stimuli), and consequences (customer loyalty and customer motivation). The quantitative results confirmed that all hypothesized relationships among the research variables were positive and statistically significant, and the proposed model demonstrated an acceptable level of fit.
 
Discussion and Conclusion
Based on the research findings, several managerial implications are proposed. Managers and marketers are encouraged to focus on customer persuasion strategies aligned with sustainability, emphasize health-related values, leverage social and cultural norms, and strengthen the linkage between customer experience and behavioral outcomes. Additional recommendations include allocating sufficient financial resources to support sensory branding initiatives, employing marketing experts to enhance customer relationships, implementing customer relationship management systems, and addressing experience-oriented customer needs. Furthermore, emphasizing social responsibility, strengthening the brand’s green identity, attending to human senses in communicating sustainability values, creating a coherent green brand identity, utilizing digital platforms, fostering two-way communication, and effectively linking brand experiences to purchase decisions can significantly enhance the effectiveness of sensory branding in industrial markets.