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.