Abstract:
In an increasingly competitive marketplace, franchised fast food chains are turning to sensory branding as a
strategic tool to cultivate consumer loyalty. Sensory branding, which engages consumers through sight, sound,
smell, taste, and touch, has been widely recognized for its ability to shape consumer perceptions and
experiences. However, the literature reveals a gap in understanding the moderating role of brand resonance how
deeply a consumer connects with a brand within the relationship between sensory branding and brand loyalty.
This concept paper proposes a theoretical framework to examine how sensory branding experiences influence
brand loyalty, with brand resonance serving as a potential moderator. Drawing on existing literature in branding,
and sensory marketing, the paper outlines a conceptual model that can be empirically tested in future studies.
The context of franchised fast food outlets in Sri Lanka’s Western Province is proposed as a case setting due to
the sector’s rapid growth and brand-driven competition. The findings from such a study could provide valuable
insights for academics and practitioners, offering guidance for developing culturally relevant and emotionally
resonant branding strategies across similar consumer markets.
