Developing a Model for Enhancing Brand Equity in the Food Industry through a Sensory Marketing Mix and the BETTER Strategy Approach
Keywords:
Brand equity, sensory marketing, emotional branding, BETTER strategy, storytelling, food industry, customer experienceAbstract
This study aims to develop and validate a comprehensive model for enhancing brand equity in the food industry by integrating sensory marketing strategies and the BETTER framework. A mixed-methods research design was employed to investigate the interplay among key constructs such as sensory brand components, storytelling strategies, brand loyalty, customer experience, and emotional branding. The qualitative phase included expert interviews to contextualize the model, while the quantitative phase involved a structured survey administered to 384 participants across the food industry sector. Structural Equation Modeling (SEM) using SmartPLS was used to test the hypothesized relationships among variables. Reliability and validity were ensured through convergent validity (AVE), internal consistency (Cronbach’s alpha and composite reliability), and model fit indicators, including the GOF index. The results revealed that brand equity enhancement significantly predicts sensory brand elements (β = 0.663), physical brand display (β = 0.509), brand loyalty (β = 0.678), emotional branding (β = 0.670), and differentiated brand performance (β = 0.484), all with p < 0.001. Storytelling-based sensory stimulation positively influenced emotional branding (β = 0.670), customer loyalty (β = 0.268), and product development (β = 0.664). Customer experience strongly predicted customer sensory experience (β = 0.927) and perceived importance of experience (β = 0.735). However, the path from shifting customer perception to brand equity was not significant (p = 0.164). Macro-environmental challenges had a substantial effect on innovation (β = 0.527) and organizational enablers but did not significantly moderate the relationship between sensory storytelling and brand equity (p = 0.815). The overall model demonstrated strong fit (GOF = 0.573). The findings confirm that integrating sensory marketing with the BETTER strategy offers a powerful, multidimensional approach to enhancing brand equity in the food industry. Sensory experiences, emotional storytelling, and strategic agility collectively form the backbone of sustainable brand value creation in dynamic markets.
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Copyright (c) 2025 Mitra Mousadoabi (Author); Seyed Abbas Heydari; Sina Nematizadeh (Author)
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