The impact of sensory branding on consumer impulsive buying behaviour in branded fashion retail stores : The mediating effect of arousal

Abstract

This research investigates the influence of sensory branding on consumer impulsive buying behaviour within Sri Lanka’s branded fashion retail sector, with a specific focus on the mediating role of arousal. Drawing on the Stimulus-Organism-Response (S-O-R) model, the study conceptualises sensory branding across four dimensions: visual, sound, smell, and touch. The theoretical framework integrates established models including Krishna’s Sensory Branding Model and Hultén’s Sensory Marketing Model, supporting the hypothesis that sensory stimuli can provoke emotional arousal, thereby prompting impulsive purchasing decisions.

A deductive, positivist approach was adopted, using a quantitative mono method. Data were collected through a structured questionnaire distributed among 403 respondents aged 18–34. Statistical analysis was conducted using SPSS version 30. Reliability and validity of constructs were confirmed using Cronbach’s Alpha, KMO, and Bartlett’s tests.

Correlation and regression analyses revealed significant positive relationships between sensory branding elements and impulsive buying behaviour, with smell and touch having the strongest influence. Arousal was confirmed as a significant mediating variable through Sobel testing (z = 2.65, p = 0.0079). Multiple regression analysis showed that all variables collectively accounted for 64.4% of the variance in impulsive buying, with arousal having the highest individual beta coefficient (β = .535).

The findings confirm that emotional responses to sensory cues significantly shape impulsive buying tendencies. Practical recommendations are proposed for retailers to enhance in-store sensory experiences—particularly scent and tactile cues—to foster arousal and increase unplanned purchases. The study contributes to limited local literature by offering an empirical model tailored to Sri Lanka’s retail context, addressing a key research gap and supporting strategic retail design.