Conceptual Mapping of Sensory Cues with Brand Association

The review examines the cognitive process of customers on exposure to brands and its associated meaning-making process. Marketers observe the cognitive process of customers as brand elements that form the reflective components of the meaning-making process. To understand the cognitive process better, it is essential to examine the constitutive elements of cognition— the sensory cues. The work details the interaction between customers and brands that get initiated through the brand communication made by marketers through online and offline marketing channels. Furthermore, the transmitted communication gets captured by the human brain through sensory cues that get decoded. These captured sensory cues and the subsequent meaning-making process leading to brand image formation have then been explored through a comprehensive literature review. Finally, a conceptual framework has been developed to link sensory cues with the brand identity elements that form the brand image. The framework will enable marketers to engage with customers through sensory marketing effectively.