The Impact of Sensory Brand Experience on Brand Loyalty: A Study of Fashion Retailers at Luxury Shopping Malls in the Colombo District

Sensory marketing is crucial in fostering long-term relationships with customers and evoking emotions in the consumer&s;s mind through various marketing strategies. Feelings and emotions are triggered by external stimuli and are retained in memory as a pleasant experience. Those experiences lead to generating brand loyalty and the development of a favourable brand image. Therefore, the purpose of this research was to evaluate the effect of sensory marketing on customer loyalty, with a particular emphasis on fashion retailers located in luxury shopping malls in Sri Lanka. The researcher employed a quantitative research study and the survey method to collect data from 384 people under convenience sampling who visited high-end shopping malls in the Colombo district, Sri Lanka. The term sensory marketing was tested across various aspects, including visual, auditory, olfactory, tactile, and gustatory elements, using IBM SPSS software to test the hypotheses. The regression results revealed that all the assumptions were supported. The key findings of this research indicated a significant impact of sensory marketing elements on brand loyalty among visitors to luxury shopping malls in Sri Lanka. The study suggests that creating immersive sensory experiences has a positive impact on customers&s; emotional connections with brands. This understanding is particularly valuable for marketers and businesses operating in the luxury retail sector, underscoring the importance of investing in sensory marketing initiatives to foster brand loyalty and customer satisfaction.