Tactile perception of printed advertising materials influences brand image perception
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The counted evidence partially supports the claim, as reference Consumer behaviour and reference Marketing communications relate to marketing and consumer topics without establishing the specific link.
the influences on the consumer, from social groups such as family, friends, sports, and reference groups, to society in general (brand-influencers, opinion
Consumer behaviour is the study of individuals, groups, or organisations and all activities associated with the purchase, use and disposal of goods and services. It encompasses how the consumer's emotions, attitudes, and preferences affect buying behaviour, and how external cues—such as visual prompts, auditory signals, or tactile (haptic) feedback—can shape those responses. Consumer behaviour eme
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Consumer behaviour is the study of individuals, groups, or organisations and all activities associated with the purchase, use and disposal of goods and services. It encompasses how the consumer's emotions, attitudes, and preferences affect buying behaviour, and how external cues—such as visual prompts, auditory signals, or tactile (haptic) feedback—can shape those responses. Consumer behaviour emerged in the 1940–1950s as a distinct sub-discipline of marketing, but has become an interdisciplinary social science that blends elements from psychology, sociology, social anthropology, anthropology, ethnography, ethnology, marketing, and economics (especially behavioural economics).
The study of consumer behaviour formally investigates individual qualities such as demographics, personality lifestyles, and behavioural variables (like usage rates, usage occasion, loyalty, brand advocacy, and willingness to provide referrals), in an attempt to understand people's wants and consumption patterns. Consumer behaviour also investigates on the influences on the consumer, from social groups such as family, friends, sports, and reference groups, to society in general (brand-influencers, opinion leaders).
Due to the unpredictability of consumer behavior, marketers and researchers use ethnography, consumer neuroscience, and machine learning, along with customer relationship management (CRM) databases, to analyze customer patterns. The extensive data from these databases allows for a detailed examination of factors influencing customer loyalty, re-purchase intentions, and other behaviors like providing referrals and becoming brand advocates. Additionally, these databases aid in market segmentation, particularly behavioral segmentation, enabling the creation of highly targeted and personalized marketing strategies.
Internal influences refer to both personal and interpersonal factors. Social theory suggests that individuals have both a personal identity and a social identity. Personal identity consists of unique personal characteristics such as skills and capabilities, interests, and hobbies. Social identity consists of the individual's perception of the central groups to which an individual belongs and may refer to an age group, a lifestyle group, religious group, educational group, or some other reference group. Social psychologists have established that the need to belong is one of the fundamental human needs. Purchasing behaviour is therefore influenced by a broad range of internal factors such as psychological, socio-economic, demographic and personality factors. Demographic factors include income level, psychographics (lifestyles), age, occupation, and socioeconomic status. Personality factors include knowledge, attitudes, personal values, beliefs, emotions, and feelings. Psychological factors include an individual's motivation, attitudes, personal values, and beliefs. Social identity factors include culture, sub-culture, and reference groups. Other factors that may affect the purchase decision include the environment and the consumer's prior experience with the category or brand.
Culture is the broadest and most abstract of the external factors. Culture refers to the complexity of learning meanings, values, norms, and customs shared by members of a society. Cultural norms are relatively stable over time, so culture has a major effect on consumer behaviour. Research studies have consistently shown that culture influences almost every aspect of purchasing: it affects basic psychological domains such as self-identity and motivation, the way that information is processed, and the way that advertising messages are interpreted. Additionally, perceived value and happiness are critical in shaping consumers' attitudes and behavioral intentions.
The cultural choice of consumption behaviour is influenced by two decisive factors: the external factor—the overall social and cultural atmosphere—and the internal factor—the consumer’s artistic quality, aesthetic pursuit, and cultural value orientation. The cultural choice of consumption must be restricted by these two decisive factors, both inside and outside. The so-called social and cultural atmosphere is reflected in the influence of consumption atmosphere, customs, and trends on consumers. For example, all kinds of money-worship consumption criticised by public opinion are the influence of vulgar culture. The so-called internal factors mainly refer to what kind of spiritual realm and value orientation consumers adopt towards consumption, and what they show through consumption is a certain cultural mentality.
Marketers interested in global expansion are especially interested in understanding cross-cultural differences in purchasing and consumption. For instance, Ferrari, one of the world's top brands found that Chinese consumers are very different from their Western counterparts. Whereas consumers in the US, UK and Australia expect to wait 12 months for a custom-made Ferrari, prospective Chinese buyers want to drive the vehicle off the showroom floor. China is an 'instant-gratification market'. Buyers see their friends riding around in a luxury car and want to have the same as quickly as possible. To meet the growing demand for luxury goods, Ferrari and other luxury car makers have been forced to modify their production processes for Asian markets.
Advertising and Promotion. 8th ed. International Edition. Printed in China. Duncan, T. (2002). IMC: Using Advertising and Promotion to Build Brands.
Marketing communications (also known MC, marcom(s), marcomm(s) or just simply communications) refers to the combined use of different marketing channels and tools. Marketing communication channels focus on how businesses communicate a message to their desired market, or the greater market in general. It can also include the internal communications of the organization. Marketing communication tools
"IMC is the process of all sources and information managed so a consumer or prospect is exposed which behaviorally moves the customer more towards a sale."
"The strategic coordination of all messages and media used by an organization to influence its perceived brand value."
"The process of strategically controlling or influencing all messages and encoring purposeful dialogue to created and nourish profitable relationships with consumers and other stakeholders."
"[A three-pronged definition] One-voice marketing communications is integration that creates a clear and consistent image, position, message, and/or theme across all marketing communication disciplines or tools. Integrated communications refers to the creation of both a brand image and a behavioral response that emanate directly from marketing communications materials such as advertisements. Coordinated marketing communications associates 'integrated' with the concept of 'coordination'.
"IMC is a strategic business process used to plan, develop, execute and evaluate coordinate measurable persuasive brand communication programs over time with consumers, customers and prospects, and other that are targeted, relevant internal and external audiences."
"IMC is the concept and process of strategically managing audience-focused, channel-centered, and results-driven brand communication programs over time."
"An IMC program plans and executes various marketing activities with c
Research suggests this sub-conscience relational thought process greatly benefits future brand recognition and awareness. Radio infomercials are often simple scripts read out by the presenter. This is quick and does not require extensive lead times due to minimal production efforts. === Print === Printed media is the most basic form of media advertising. It is the most challenging to create strong imagery with, due to its lack of sensory stimulation, but can be effective in efficient, clear information communication and message delivery.
Marketing collateral such as business cards, brochures, sales sheets, presentation folders, and point-of-sale materials may use higher-quality paper stocks and tactile or visual finishing treatments to increase perceived quality and reader engagement, and in direct-mail contexts such treatments are intended to help drive response rates. Traditionally, marketing communications practitioners focused on the creation and execution of printed marketing collateral. Traditional media, or as some refer to as old media, has been used within the marketing and advertising world for many years.
Companies are using these external platforms to engage existing and future customers, reinforce brand messaging, influence customer opinions, provide target offers, and serve customers more efficiently. Social media are flexible communication tools that go beyond the traditional means of advertising and allow brands to interact with their audience personally or professionally. Influencer Marketing used to be focused on applying celebrity endorsement to help to influence audiences. Nowadays, with the growing outreach of social media, "common people" like bloggers are becoming popular and are connected with brands and products as influencers.
The Internet as a marketing tool can be used to reach and inform customers directly, create brand loyalty, and build relationships. Online advertising includes elements such as: graphic images as website banners, pop-up advertisements, homepage restyling and anchor deals (co-operation between two organizations ). ==== Interactivity ==== Interactivity is a characteristic feature of the Internet that was described in 1996 by John Deighton. He argued that in the then-new Internet business environment, clients rather than the marketers usually start the interaction, by actively looking for the information that they need.
Interactions occur through direct customer service exchanges, a company website, the point of purchase environment and product packaging or performance. These all contribute to consumer perceptions of a particular brand. For instance, the service-scape of a purchase touch point such as a retail store can influence the perception of quality and service through lighting and layout or other sensory touch points, for example, smell. Fast fashion retailers such as Topshop maintain a white store interior and exterior which is perceived as luxurious. Likewise, the higher price point and packaging of Ferrero Rocher may communicate sophistication and better quality.
Integrated communications refers to the creation of both a brand image and a behavioral response that emanate directly from marketing communications materials such as advertisements. Coordinated marketing communications associates 'integrated' with the concept of 'coordination'.
Rather it means that every piece of promotion – from advertising to direct mail to collateral materials to packaging to posters to corporate vehicles to business cards and office stationery – should be immediately recognizable as part of the same livery. Clearly, media releases which are often part of a PR program are very different to persuasive messages used in advertising. However, messages should include a similar tone and at least some common elements so that each message looks like it is part of a coherent, integrated campaign. Every execution is part of the brand's identity. Consistent executions facilitate brand awareness.
This study investigated the impact of Octomodal Mental Imagery (OMI) on brand experience and authenticity in advocating sustainable development and responding to the lack of brand experience and customers’ growing demand for authentic brands. The research employed online questionnaire surveys and data collection via Sojump, resulting in 428 valid responses. The collected data were subjected to quantitative analysis, and the study’s hypotheses were tested using structural equation modeling. The results showed that all the sensory attributes of OMI (visual, auditory, tactile, gustatory, olfactor
There is currently a lack of research investigating how brand experience and authenticity can be enhanced from a more comprehensive synthesis of OMI [ 22 ]. Through eight key dimensions, i.e., visual, auditory, tactile, gustatory, olfactory, autonomy, spatial, and kinesthetic, OMI can provide insights into how consumers form brand perceptions through different sensory and structural attributes during their engagement with a brand, further influencing their perception of brand authenticity.
The importance of tactile imagery continues to grow as shopping becomes progressively digitalized, and imagined tactile interactions influence consumers’ perceptions of product ownership and quality [ 10 ]. In digital environments, technologies such as virtual and augmented reality have enabled haptic experiences to be partially realized in online shopping and brand presentations despite a lack of actual physical contact for consumers. Haptic simulations in virtual environments can compensate for the lack of haptic experience in online shopping by enhancing consumer immersion, thus enhancing the consumer’s shopping experience and accurate brand perception [ 99 ].
In summary, the following hypothesis can be made: Hypothesis 3 (H3) Tactile mental imagery has a significant positive impact on brand experience. 2.5. Gustatory and brand experience Gustation is a multisensory experience, and the taste on the tongue is only one aspect [ 110 ]. When considering brand experience, the gustatory component is often overlooked. However, in specific contexts, gustatory imagery not only influences our gustatory experience but also our portion size choices, enjoyment, and consumption [ 10 ].
For example, when smelling a perfume, consumers not only perceive and remember the scent but may also develop internal imagery that includes visual, auditory, and tactile sensations that are also “experienced” [ 10 ]. Krishna et al. [ 127 ] found that incorporating visual images of food in advertisements effectively stimulated olfactory imagery. Due to the strong correlation between olfactory and gustatory senses, olfactory imagery directly influences people’s desire to consume food, and imagining the smell of food produces a physiological response similar to touching the food, thus enhancing the perception of authenticity.
A growing body of research findings have confirmed that modern consumers are focused on the experience generated by purchasing and consuming commercial branded products (goods and services) [ 223 ]. Brakus et al. [ 18 ] emphasized the unique role of sensory attributes in brand experience. Shahid et al. [ 105 ] confirmed that active sensory marketing positively impacts brand experience. The visual, auditory, tactile, gustatory, and olfactory senses strongly influence the perceptions and behavior of the experiencer [ 224 ].
In addition, the sensory aspect of customer experience is at the heart of brand competitiveness, and enhancing sensory experience is essential for successful brand management and research [ 46 , 222 ]. These sensory attributes directly influence the customer’s brand experience through different perceptual pathways. For example, high-end retail stores can combine visual aesthetics, background music, fragrances, pleasant tactile materials, and tasting events to create a holistic brand experience that enhances customers’ emotional connection and loyalty. This cross-modal influence between sensory imagery experiences is a crucial area for future research [ 10 ].
For example, in interactive advertising or experiential marketing, active participation and physical interaction makes it easier for consumers to perceive a brand as authentic and reliable. Therefore, by designing innovative and exciting interactive experiences, brands can successfully attract consumers’ attention and established positive brand images and emotional connections. In summary, autonomy, spatial, and kinesthetic, as structural attributes of OMI, all positively influence brand experience to varying degrees.
This study reveals how multimodal mental imagery influences consumers’ perceptions of brand authenticity through multilevel perceptual experiences and validates the applicability and validity of the OMI scale in this field. The findings show that multimodal mental imagery not only enhances the overall perception of a brand but also significantly strengthens the perception of brand authenticity, providing a new perspective on brand management theories and demonstrating the unique appeal of the OMI scale published by Khalilzadeh et al. [ 22 ].
This comprehensive perspective fills the gap in previous research analyzing the integration of sensory and structural attributes and deepens the understanding of the complexity of brand experience. Future research should dig deeper into the subtle influences of different perceptual modalities and explore how specific perceptual and structural attributes uniquely influence the brand experience, leading to a more refined understanding of the aspects of mental imagery that impact consumer perception.
Therefore, this study suggests focusing on specific sensory elements that influence the brand experience, optimizing management, and adapting marketing strategies from the consumer’s perspective to enhance these elements, whether they are visual, auditory, tactile, gustatory, or olfactory, to
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