Applying the multisensory sculpture technique to explore the role of brand usage on multisensory brand experiences

Service firms have turned their attention to the design and development of multisensory brand experiences to positively influence customer satisfaction and brand loyalty. However, the role of brand usage and the application of effective sensory evaluation techniques have been overlooked when designing multisensory brand experiences. The current research addresses this gap by conducting sixteen interviews employing the multi-sensory sculpting (MSS) technique with heavy and light customers (classified based on the extent of brand usage) of a restaurant. The results show that it is important to consider how heavy and light users receive, select and ascribe meaning to sensory experiences to design effective multisensory brand strategies. Moreover, the MSS technique is recommended as an effective means to understand consumers’ perceptions of multisensory brand experiences.