Impact of Sensory Branding on Customer Perceived Value Towards Coffee Shops: Examining the Mediation of Brand Love of Foreign Tourists

Abstract

In recent years, sensory branding, or neuromarketing, has become an emerging marketing strategy to create memorable, engaging brand experiences and have consumers behave. This interdisciplinary field combines neuroscience, psychology, and marketing principles to determine how sensory stimuli influence consumers' perceptions, opinions, and decision-making.the research examines the effects of sensory branding on customer perceived value in Sri Lankan coffee shops among foreign tourists, focusing on the mediating effect of brand love. The goal is to figure out how sensory aspects, like sight, sound, smell, taste and touch, bring to light the perception of value and emotional attachment of the tourists to the coffee shop brands. A quantitative methodology is applied, consisting of a structured questionnaire administered to 148 foreign tourists visiting famous coffee shops in major tourist attraction sites in Sri Lanka, Sensory branding is found to strengthen customer perceived value and brand love significantly. In this context, brand love refers to customers' emotional attachment and deep connection towards a brand. In particular, sensory branding experiences positively affect customer perceived value, meaning that well-crafted sensory environments in coffee shops positively impact perceived value among foreign tourists. The implications of this study are both theoretical and practical.