Beyond Visual Branding: A Literature Review of Multisensory Brand Experience and Brand Perception in the Fashion Industry
DOI:
https://doi.org/10.59890/ijmbi.v4i5.86Keywords:
Multisensory Brand Experience, Sensory Marketing, Brand Perception, Fashion Retail, Crossmodal CorrespondenceAbstract
Fashion branding remains organised around what consumers see, yet visual codes are copied within a single season. This review asks whether non-visual senses shape brand perception independently. Eighty works, twenty-seven of them set in fashion, were coded by sensory modality and outcome level. Of thirty-seven works isolating specific senses, only seven reach a brand-level outcome, and all seven involve vision; touch, the category’s defining attribute, is studied mainly at product level. Multisensory stimulation outperforms single cues only when congruent, and effects travel through an affective route. Online, verbal and vicarious touch cues outperform richer imagery. The luxury versus fast fashion difference is assumed but untested. A Multisensory Brand Perception framework and a research agenda are proposed.
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