BRAND ASSOCIATION AND ITS LINK TO THE FIVE SENSES

Abstract

Brands are developed on the basis of the way consumers perceive them in their minds and by seeing, touching, hearing, smelling and/or tasting them.  This work has evaluated brand association with regards to the five senses. This study is based on empirical research of 23 brands (national and international) across several industries. A survey was conducted with 244 respondents.  The data was collected through questionnaire and was analyzed in terms of correlation analysis using SPSS software. The outcome of this work has shown that F&B brands depend chiefly on the feeling of taste to pass on their opulence, after which come sight and smell. The other two detects (sound and contact) have practically no impact on consumers‟ view of these brands‟ associations.  In addition, this study also revealed that  for service brands , the sight sense is the most significant sense, thus visual attraction is highly focus for its branding. Thus, this work has concluded that there is link between brand association and five senses.