Investigating the relationship between sensory marketing mix components (according to SWIPE strategy), brand image, purchase intention & consumer satisfaction

Sensory marketing uses the senses of consumers & can affect their perception & behavior. Because the focus of this marketing is on creating a unique experience based on the five senses for consumer, using it can effectively influence consumer perceptions of the brand image as well as their purchase intention. This research aims to investigate the relationship between sensory marketing mix components (arrangement, experience, interaction, price & word of mouth), brand image, purchase intention & consumer satisfaction. This research is applied in terms of purpose & descriptive correlation in terms of data collection. The statistical population of the study includes customers of Almas Shahr store in Sharekord city which were selected using online questionnaire by available sampling method. The results of research hypotheses analyzing using correlation analysis & Spss software revealed that all of hypotheses including the relationship between sensory marketing & it’s components with brand image, purchase intention & consumer satisfaction, the relationship between brand image & purchase intention, the relationship between brand image & satisfaction & the relationship between  satisfaction & purchase intention have been confirmed.