Designing the Causal Sensory Impulses Model in Creating a Positive Brand Image (Case Study: Dairy Industry)

The aim of this research is designing the Causal ImpulseModel to create a positive brand image in the dairy industry. Thepresent research is applicable in terms of purpose, descriptiveexploratoryin terms of research type, gauging in terms ofcollecting the data, quantitative- qualitative in terms of the kind ofdata, and sectional in terms of time horizons. This researchincludes interviewing experts and a questionnaire for assessing the views of consumers and experts. As this study consists of twostages, it has two statistical populations. The first statisticalpopulation includes experts, therefore, the managers of dairyproducing companies were selected and we did semi-structuredinterviews with them. The second statistical population consists ofcustomers of dairy products. Structural Equation Method and PLSsoftware were used to study the causal relationship betweenvariables. The results of the test of the model showed that theolfactory and tactile senses have a positive and meaningful effecton the positive image of the brand.