The Role of Sensory Marketing in Creating Immersive Brand Experiences: A Cross-Cultural Study of Finland and Vietnam

Abstract

The use of sensory marketing that involves the five senses (sight, sound, touch, taste, and smell) to develop emotionally evoking brand experiences by the consumer has become a critical strategy in the competitive global markets today. The thesis evaluates how sensory marketing contributes to the development of an immersive brand experience in Finland and Vietnam, which represent two countries with differently founded cultural systems based on individualistic and collectivist beliefs, respectively. The rationale of the study is the necessity to comprehend the effect of cultural disparities on the design and success of sensory marketing strategies in the context of brands in globalized markets that have to deal with a variety of consumer expectations. The importance of this issue is that when sensory information is culturally consistent, brand resonance is promoted, and when information is culturally inconsistent, consumer engagement and loyalty will be promoted.

A mixed-method research design was adopted, combining both quantitative and qualitative approaches. The quantitative part consisted of a structured survey with 150 respondents (75 in Finland and 75 in Vietnam), while the qualitative part included 30 semi-structured interviews (15 per country) with consumers and marketing specialists, along with two embedded case studies of sensory marketing campaigns in retail and hospitality industries. The survey questionnaire and the semi-structured interview guide are provided in the appendices to ensure transparency and allow readers to understand the research approach. Data were analysed using descriptive statistics and thematic analysis to achieve cross-sectoral understanding.

The results show that sensory marketing has a significant impact on brand engagement in both cultures; however, its efficacy is conditioned by cultural adaptation. The visual and tactile inputs, including minimalist designs and high-quality textures, in Finland align with individualistic values of quality and autonomy. The olfactory and gustatory aspects of the culture, such as recognizable smells and tastes associated with cultural customs, appeal to the collectivist principles of focusing on shared experiences in Vietnam. Key challenges include avoiding sensory overload in Vietnam’s vibrant markets and maintaining subtlety in Finland’s conservative cultural surroundings. These insights contribute to scholarly knowledge of cross-cultural sensory marketing and offer practical guidance for marketers seeking to develop culturally appealing brand experiences.