Identifying the Dimensions and Components of Enhancing Brand Equity in the Food Industry through a Sensory Marketing Mix and BETTER Strategy Approach

Abstract

The objective of this study is to identify the dimensions and components that enhance brand equity in the food industry by integrating a sensory marketing mix with the BETTER strategy. This research employed a qualitative design grounded in the principles of grounded theory. The study population consisted of academic experts, managers, consultants, and marketing specialists with extensive professional experience in brand management and the food industry. Purposive sampling was used to select participants based on managerial expertise, scholarly contributions, and practical knowledge of branding. Data were collected through semi-structured, in-depth interviews supported by an interview protocol to ensure consistency and rigor. Interviews were recorded, transcribed, and systematically coded using the three-stage coding process of grounded theory—open, axial, and selective coding. This iterative approach enabled the development of categories and the formulation of a paradigmatic model that captured the causal, contextual, and intervening conditions, strategies, and consequences of brand equity development in the food sector. The analysis revealed several causal conditions influencing brand equity, including product quality, customer trust, sensory experience, innovation, and storytelling. Contextual factors such as cultural eating habits, economic conditions, and digital technologies shaped brand strategies, while intervening conditions like global competition, regulatory frameworks, and sustainability requirements moderated their effectiveness. Core categories identified included multisensory brand experiences, emotional connections, packaging aesthetics, and digital engagement. Strategies such as sensory-driven product development, emotional branding, and humanized communication emerged as central to enhancing brand equity. Consequences included increased loyalty, repeat purchases, premium price acceptance, resilience during crises, and sustainable competitive advantage. The study demonstrates that brand equity in the food industry is a multidimensional construct shaped by the interplay of sensory, emotional, cultural, and strategic elements. Integrating sensory marketing practices with the BETTER strategy provides a holistic framework for achieving stronger consumer connections, enhanced brand image, and long-term differentiation.