Sensory in Psychology Branding

Abstract

With the rapid growth of information communication technology, tangible benefit is considered to be the critical element in communicating brand and building long lasting relationship. This paper attempts to establish the connection between sensory attributes of human to cognitive and affective elements that consequently lead to the brand loyalty. The data is collected by using self-reported questionnaire to the respondents who had stayed in the selected Five-star hotels in Kuala Lumpur. It is concluded that human senses were significant and positively influence the decision to stay loyal with the Five-star hotel brand.

Journal

Title: Journal of ASIAN Behavioural Studies

Abbreviated Title: jABs

Publisher: e-IPH Ltd.

ISSN (Electronic): 2514-7528

Publication date Created: June 29 2018

Publication date (Electronic): July 20 2018

Volume: 3

Issue: 9

Page: 123

Article

DOI: 10.21834/jabs.v4i17.79

Copyright statement: © 2018

License:

This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit https://creativecommons.org/licenses/by-nc-nd/4.0/

Product

Self URI (journal page): https://jabs.e-iph.co.uk

Self URI (article page): https://jabs.e-iph.co.uk/index.php/jABs/article/view/79

Self URI (pdf): https://jabs.e-iph.co.uk/index.php/jABs/article/download/79/371