Investigating the effect of relationship between multisensory marketing, perceived value customers

Brands are critical for the service sector, because quality evaluation of service by difficult is difficult due to its itangible nature. The simultaneous response of the five senses - vision, hearing, tactile, olfactory and taste - is very important and crucial for better attracting consumer. Feelings can be intensified and related to a general experience through a coherent and comprehensive approach, that can lead to increase customer's perceived value and, as a result, the customer's decision-making and actual behavior. Each of our five senses, and in particular their interactions, can create a huge potential for stimulating positive feelings, and hereby create a memorable and emotional relation between the consumer and the brand. This study aimed to investigate the effect of relationship between multisensory marketing, brand experience, perceived value of customer and brand power. The study was applied in terms of purpose and was descriptive-correlational covariance in terms of data collection. The population consisted of ۳۷۴ people of customers of two brands of Mocarlo and LC waikiki that was obtained through Cochran's formula. In this study the sampling method was simple random method and thirteen sub-hypotheses were proposed. To analyze the data, we used structural equation modeling of partial least squares. The results show that eleven hypotheses were approved but two hypotheses were not approved, including fifth hypothesis, the effect of multisensory marketing on the perceived value of the individual customer, and the tenth hypothesis, the effect of the perceived financial value on the perceived value of the individual custoer was not confirmed.

Keywords:

multisensory marketing , brand experience , perceived value of customer , brand power.