• Anshika Yadav
• Vanshika Aggarwal

Sensory branding is a dynamic marketing approach that seeks to create unique and memorable brand experiences by engaging all five senses. This concept has gained increasing importance in the marketing landscape, as it goes beyond traditional strategies to establish emotional connections with consumers. In the Indian hospitality industry, which is known for its cultural diversity and rich traditions, sensory branding plays a pivotal role in shaping brand identities and fostering consumer loyalty. This study explores the role of sensory branding in enhancing brand experience in the Indian hospitality industry. The study aims to investigate two key hypotheses: first, that there is a positive relationship between sensory branding elements (sight, sound, smell, taste, and touch) and brand experience in the Indian hospitality industry, and second, that the use of sensory branding elements positively influences customer perceptions of brand uniqueness and differentiation. To achieve these objectives, the research adopts a mixed-methods approach, combining a comprehensive literature review with empirical research. The literature review examines existing studies on sensory branding, brand experience, and consumer behaviour in the hospitality industry, providing a theoretical framework for the study. The empirical research involves the collection and analysis of primary data through a questionnaire survey administered to customers of various hospitality establishments in India. The findings of the study reveal a strong positive relationship between sensory branding elements and brand experience in the Indian hospitality industry. The use of sensory branding elements was found to significantly influence customer perceptions of brand uniqueness and differentiation, highlighting the importance of sensory branding in creating distinct brand identities. Based on these findings, the study offers several practical implications for hospitality practitioners. It suggests that sensory branding can be a powerful tool for differentiating brands in a competitive market and enhancing customer loyalty. By strategically incorporating sensory elements into their branding efforts, hospitality establishments can create memorable experiences that resonate with customers long after their visit. Overall, this study contributes to the growing body of knowledge on sensory branding and its impact on brand experience in the Indian hospitality industry.

Keywords- Sensory Branding, Brand Experience, Hospitality Sector

"The Role of Sensory Branding in Enhancing Brand Experience in the Indian Hospitality Industry", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 7, page no.g798-g823, July-2024, Available :http://www.jetir.org/papers/JETIR2407691.pdf

"The Role of Sensory Branding in Enhancing Brand Experience in the Indian Hospitality Industry", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 7, page no. ppg798-g823, July-2024, Available at : http://www.jetir.org/papers/JETIR2407691.pdf