INTERNATIONAL JOURNAL FOR INNOVATIVE RESEARCH IN MULTIDISCIPLINARY FIELD

Abstract: Understanding how sensory stimuli (visual, auditory, olfactory, and tactile cues) influence luxury brand perception is central to contemporary branding strategy. This neuro-experimental study investigates the effects of multisensory branding on consumers’ neural engagement, emotional responses, and perceived luxury value. Using a between-subjects experimental design (N = 120), participants were exposed to brand stimuli under four conditions: visual-only, visual–auditory, visual–auditory–olfactory, and full multisensory (visual–auditory–olfactory–tactile). Neural responses were measured using electroencephalography (EEG), complemented by validated self-report scales. One-way ANOVA results reveal statistically significant differences across conditions, with multisensory exposure generating the highest perceived luxury and engagement levels (p < .001). Findings demonstrate that congruent sensory integration enhances affective processing and brand valuation, offering strategic implications for luxury brand managers and sensory marketing practitioners.