دور المحفزات الحسية في دعم تعلق العميل بالعلامة خلال جائحة كورونا بالتطبيق على عملاء مراكز التسوق الكبرى العالمية

Abstract EN

This research has endeavored to examine the presumed causative relations between sensory stimuli that also known as sensory marketing dimensions which include gustative, olfactory, tactile, visual, & auditory stimuli and both of brand attachment dimensions which include emotional and functional attachment, applied to 384 customers from Global Malls.

Pearson correlation coefficient showed a significant positive relationship between all of these dimensions, also the results of Multiple Regression showed a positive significant effect for all sensory stimuli on emotional attachment.

Finally, the results showed a positive significant effect for only three dimensions on functional attachment represented in; gustative, visual, & auditory stimuli, respectively.

Meanwhile there were positive effects for olfactory & tactile stimuli on functional attachment, but not significant at the level of 0.05.

Accordingly, free samples should be given to motivate malls customer to try its own products, and it is desirable to promote them using colors, dazzling images, sounds and distinctive music.

It also requires taking into account the quality of the P.

O.

P display inside those malls so that it can be attached to the mind of their customers for a long time, and ultimately achieving the desired goal.

Finally, it should be noted that all possible precautionary measures should be taken into account to maintain the safety of workers and customers.