The ผลกระทบของสิ่งเร้าประสาทสัมผัสที่มีต่อประสบการณ์ตราสินค้าและคุณค่าตราสินค้า กรณีศึกษาศูนย์การค้าในเขตเมืองของประเทศไทย

Chanathip Naranirattisai; Chuenjit  Changchenkit

Authors

Chanathip Naranirattisai Faculty of Business Administration, Kasetsart University
Chuenjit Changchenkit Faculty of Business Administration, Kasetsart University

Keywords:

Brand Equity, Brand Experience, Urban Shopping Malls, Sensory Stimuli

Abstract

This research aims to: (1) analyze the levels of sensory stimuli perception, brand experience, and brand equity; (2) examine the influence of sensory stimuli on both brand experience and brand equity; and (3) evaluate the mediating role of brand experience within the context of urban shopping malls in Thailand. Adopting a quantitative research design, data were collected via online questionnaires from 400 Thai consumers and analyzed using descriptive statistics and Structural Equation Modeling (SEM). The findings indicate that all variables were perceived at high levels. Furthermore, sensory stimuli were found to have a significant positive influence on both brand experience and brand equity (p < .001). However, brand experience did not exhibit a direct effect on brand equity, nor did it function as a mediator in this relationship. These results suggest that, in the context of Thai shopping malls, the design of physical stimuli plays a more critical direct role in establishing brand equity than the experiential process itself. This study provides valuable insights for shopping mall executives in formulating sensory marketing strategies to achieve sustainable competitive advantages.

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