THE ROLE OF MULTI-SENSORY MARKETING ACROSS LUXURY BRANDS: ENHANCING CONSUMER EXPERIENCE AND BRAND RELATIONSHIP

Abstract

This research investigates multi-sensory marketing's ability to transform of consumer experience and strengthen the brand-consumer relationship in the luxury industry. These brands purposefully merge sensory stimuli across sight, sound, smell, touch, and taste to create immersive experiences that foster emotional attachment, sensory brand engagement, and ultimately loyalty to a brand. This study aims to synthesise findings regarding the influence of multi-sensory marketing on consumer perception, behaviours, and self-expression through a systematic review of 34 peer-reviewed articles published between 2012 and 2025. Key variables related to how sensory brand engagements and brand loyalty influence brand equity as mediators were examined. The research further highlights contextual influences, such as cultural differences and product categories, which can modify the effectiveness of sensory marketing strategies. The implications provide usable insights for luxury brands to create sustainable, genuine, culturally relevant sensory marketing strategies that can enhance consumer-brand connections and facilitate longer-term brand loyalty. This research contributes to improving theoretical understanding and gives actionable recommendations for marketers looking to exploit multi-sensory marketing in competitive luxury markets.