Presenting a sensory branding model in the industrial markets emphasizing sustainability

Sensory branding and marketing have a high potential to influence customers and can create a positive attitude among customers by creating a memorable shopping experience, but so far, not much effort has been made by manufacturing companies to exploit sensory branding in the country. A review of the domestic literature also shows that the concept of "branding" remains theoretical and this technique is not widely used in practical marketing in the country. Specifically, there have been no reports on the use of sensory marketing and branding in the industrial disinfectant markets. On the other hand, a large part of the research conducted on sensory branding - both domestically and internationally - has been in the B2C field, and there have been few studies on the application of sensory branding in business-to-business (B2B) commerce. In addition, another important motivation behind this research is the need to pay attention to sustainability considerations in the field of sensory branding; a topic that has rarely been considered in the research literature. Therefore, the main issue of this research is to present a model regarding sensory branding in industrial markets with an emphasis on sustainability considerations. In addition to its contribution to knowledge, this research provides guidelines for managers of disinfectant companies so that they can achieve greater market share through the implementation of sensory branding. Therefore, the main question of this research is: What are the underlying factors of sensory branding in industrial markets with an emphasis on sustainability considerations?

Theoretically, based on the above evidence, it may be assumed that consumer emotions influence satisfaction (especially dissatisfaction), behavior change (due to negative experiences) or attitude adjustment (attitudes by definition include cognitive and affective components); since satisfaction and attitude variables also influence B2B consumer choices, it may be inferred that emotions also play a role in B2B decisions. Moreover, it is likely that in B2B decision-making, the role of previously mentioned factors such as individual differences related to personality and situation may be reflected in emotions and these factors are part of the choice mechanism. Studies in the field of sensory marketing in the B2B field rely largely on the fact that the five senses are influential in shaping the customer experience; therefore, in the B2B field, it is the experience resulting from sensory marketing that inclines an industrial company to purchase a particular product (Pandy et al., 2018). Customer experience is an important and prioritized issue in terms of B2C fields. But as far as B2B companies are concerned, this development has lagged behind where customer experience is not as high a priority. It is believed that this is because B2C companies work with people and personalizing marketing should be easier.

Nako et al. (2024) conducted a study titled The Impact of Sensory Experience on Perceived Environmental Sustainability and Word of Mouth Advertising. This study was conducted in two stages. In the first stage, data was collected from tourists and in the second stage, information was collected from residents. A structured questionnaire was distributed among 700 tourists and residents in Sikkim. Multivariate analysis was conducted using SPSS software and packages such as Process Macro and Amos to test the hypotheses. The findings of this study showed that sensory experience significantly affects perceived environmental sustainability and word of mouth advertising. The findings also show that satisfaction moderates the relationship between sensory experience and word of mouth advertising. The results were compared and fourteen guidelines were created that can be alternatives to enhance the physical retail experience. Chang and Cheng (2023) conducted a study titled The Impact of Sensory Perceptions and Sensory Brand Experience on Customer Behavioral Intentions in the Context of Cartoon-Themed Restaurants. The results show that sensory brand experience mediates the relationship between sensory perceptions and customer behavioral intentions. This relationship was further moderated by innovative image and perceived food healthiness. Specifically, the positive correlation between sensory perceptions and behavioral intentions was highest for high levels of innovative image and for low levels of perceived food healthiness.

Research methodology

The main purpose of this research is to present a sensory branding model in industrial markets with an emphasis on sustainability considerations using a mixed method, so the present research is in the field of applied-developmental research in terms of purpose. Also, the present research is a descriptive-survey research with a mixed approach (quantitative-qualitative) based on its nature and method, which is conducted in a cross-sectional manner in terms of time. In this research, first, the initial research model was designed using qualitative content analysis, and then the obtained model (qualitative part) was subjected to validation using a field survey. To develop the initial model, the grounded theory data analysis method and three coding stages including open coding, axial coding, and selective coding were used. The data collection tool in the qualitative part included semi-structured interviews and in the quantitative part included a questionnaire from the qualitative phase (including 11 dimensions and 88 items). The statistical population in the qualitative section includes 11 academic experts and senior managers and specialists of companies active in the disinfectant industry, selected using the snowball sampling method. The statistical population in the quantitative section includes all customers, organizations, and industrial companies of disinfectants, 100,000 in 1401, which is 384 people using the Morgan table. The statistical sample size and sampling method are cluster random. In this study, content validity and construct validity methods were used to examine the validity of the questionnaires. To examine the validity of the construct, statistical methods, namely convergent validity and divergent validity, were used. Also, the reliability of the questionnaires was confirmed with Cronbach's alpha and composite reliability indices. Data analysis was performed in two descriptive and inferential ways, and the bootstrap method was used to test the research hypotheses using the Smart PLS software. Analysis in the qualitative section was performed using the Maxqda software.

Research findings

The results of the qualitative section showed that causal conditions (neuro-baseline marketing and directing consumer behavior towards sustainability), contextual conditions (green customer experience management), central phenomenon (sensory branding), strategies and actions (green sensory advertising, strategies and creating a green brand identity), intervening conditions (customer communication channels and use of senses), and finally consequences (customer loyalty and customer motivation) were identified. The results of testing the research hypotheses showed that the relationship between all research variables has a positive and significant effect and the model also has a good fit.

It is suggested that managers and marketers, in relation to causal conditions and in accordance with the research hypotheses, research suggestions include: customer persuasion, importance of health, use of social culture, strong connection of experience with behavior, sustainability considerations in customer behavior, creating a strong personality for the brand, promoting mutual relationships, strengthening communication channels. Allocating more budget to financially support sensory branding activities, using marketing experts to strengthen customer relationships, implementing a customer relationship system, satisfying customer experience-oriented needs by the brand. Showing social responsibility, improving the green identity of the brand with the customer, paying attention to human senses in clarifying the green identity of the brand, creating a green brand identity, using cyberspace, creating two-way communication, facilitating customer communication through cyberspace, strong communication of the company's experience with product purchase.