International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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The Role of Sensory Branding in Shaping Customer Loyalty: A Case Study of Starbucks

Author(s) Dr. Rajbinder Singh
Country India
Abstract This paper investigates how sensory branding can contribute to customer loyalty, drawing on the case of Starbucks, and using only secondary data derived from company reports, marketing materials, and previous academic studies. Sensory branding, the practice of involving the consumer in sensory experiences has become a pivotal weapon in developing and sustaining a successful image and brand experience. Starbucks, famous for its unique multisensory environment, is an interesting example for us to explore how sensory cues could help in maintaining customer loyalty in the competitive coffee retail market. This study conducts a thematic content analysis of public records and academic texts to identify sensory branding aspects Starbucks uses and in what ways they influence consumers' perception and loyalty reaction. Results indicate that the consistent scent, store atmosphere, store design, and product quality employed by Starbucks enhance customer attachment, as well as patronage. The research also explores how these sensory tactics relate to wider marketing theories and implications for brand managers who seek to create long-term loyalty through sensory contact. The limitations of secondary data research are recognised and suggestions for future primary studies to confirm and develop these findings are made. Participants in subsequent focus groups also suggested that Joint Task Force patients benefitted from the cachet associated with sensual branding in the because the trust it imbued transferred to the quality of services offered.
Keywords Sensory Branding, Customer Loyalty, Starbucks, Multisensory Marketing, Brand Experience
Published In Volume 3, Issue 1, January-February 2021
Published On 2021-01-06
DOI https://doi.org/10.36948/ijfmr.2021.v03i01.45386
Short DOI https://doi.org/g9kd99
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