Document Type : Original Article
Authors
1
PhD student in Business Management (Marketing), Islamic Azad University, Tabriz Campus Branch, Tabriz, Iran
2
Assistant Professor and Faculty Member of Islamic Azad University, Ajabshir Branch, Tabriz, Iran
3
Assistant Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
4
Assistant Professor, Faculty Member, Islamic Azad University, Tabriz Branch, Tabriz, Iran
Abstract
Research Method The present study has been done with two types of qualitative and quantitative approaches. The statistical population of this research in the qualitative part includes 10 theoretical experts (marketing professors) and experimental experts (food industry managers) and the statistical population of the research in the quantitative part includes 400 customers and consumers in the food industry. Sampling was done in a non-probabilistic and purposeful manner. Data collection tools are interviews and questionnaires. For the analysis of specialized interviews, the method of content analysis has been used. The identified indicators have also been validated by fuzzy Delphi method. Finally, the final research model with structural-interpretive method and LISREL software is presented. Research data analysis was performed in the qualitative phase with MaxQDA software and in the quantitative phase with Matlab software. To achieve the research objectives by analyzing interviews with experts, a set of practical indicators of sensory marketing were identified. The results of the analysis show. Brand management is the underlying element of the model that influences brand strategy, identifying target customers and sensory marketing. These factors, in turn, lead to emotional communication, mind management, and two-way interaction with customers. In this way, brand experience management can shape the brand personality of target customers and sensory branding activities can be successfully achieved.
Keywords
)