Özet:

The reasons that products and brands gradually begin to look like one another, the reasons that traditional methods can no longer affect the consumers of today, have led brands to develop different strategies. One of these strategies is the sensual mark that aims to influence consumer perceptions and attitudes through five senses. Emotional marking; color, sound, smell, tissue and taste stimulants and consumer perceptions are formed consciously and systematically. In this study, an assessment was made on the impact of senses on consumers' attitude towards the brand. This assessment was carried out through the cognitive, emotional and behavioral dimensions that are the elements of attitude. The assessment results show that consumers have the level of information they have about the product or brand, their sensations and intentions, their perceptions and attitudes towards the brand. On the other hand, the dimensions of brand perception, brand awareness, brand calls, the quality perceived and brand loyalty have been seen to be affected separately by the whole of the five senses. This level of effect varies depending on the character of the brand or product. Especially according to the sources of the area, it has been concluded that the senses are motivating consumers through cognitive definitions and emotional schemes to conduct behavior.

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