EFFECTIVENESS OF SENSORY BRANDING ON BRAND LOYALTY

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Nowadays, due to increasing competition and complex market conditions, redirecting of consumer pereferences is getting more diffucult. Branding have become an extremely important phenomenon from the point of both consumers and producers. Challenging competitive conditions and changing consumer featuresare forced companies to create a strong brand. To retain existing customers and to create a strong brand loyalty is the fundamental question of marketing communications. Differentiating and consumers who difficult to reach and influence is a primary objective of businesses. (Pira, Kocabas and Yeniceri, 2005) Within the scope of this goal are utilized countless ways and methods. Also, new strategies are being developed. One of these strategies, which means that the combined use of the five senses sensory branding strategy. In the past, in order to differentiate from its competitors, many companies were addressed only senses of sight and hearing. But now, companies are focused on the five senses for the same reason. Nowadays, concomitant use of the five senses effectively became w...

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