Investigating the effect of sensory marketing strategy components on brand equity through mediating customer satisfaction and brand credibility (Case study: Islamic Republic of Iran TV programs)

In the present study, we seek to investigate the effect of sensory marketing components on brand equity by mediating audience satisfaction and brand credibility about the programs of the Islamic Republic of Iran TV.

The scope of the research includes all the audiences of radio and television programs, according to Morgan's table, The sample size was 384. to ensure the questionnaire, 449 questionnaires were randomly distributed among them. The questionnaire of this research, based on related research, has a five-choice question designed on a Likert scale. Also, for data analysis, linear regression relationships were used in spss software and path analysis in pls software.

The results showed that sensory marketing has a direct effect on brand credibility and also sensory marketing has a direct effect on audience satisfaction. In addition, the mediating variable of brand credibility has a direct relationship with brand equity, and also the mediating variable of customer satisfaction has a direct relationship with brand equity, and therefore, considering the establishment of four conditions between customer satisfaction and brand credibility in the relationship between sensory marketing and brand equity, It has a mediating effect.

Originality: 

This research, which was conducted for the first time on radio programs, seeks to investigate whether the components of the sensory marketing strategy have an effect on the special value of the brand through the mediation of customer satisfaction and brand credibility in the radio programs of the Islamic Republic of Iran. So that by creating special value of the brand, it can firstly maintain the maximum audience and secondly attract more audience for radio and television.