Exploring the Structural Effects of Emotional Marketing and Brand Image on Purchase Intentions in the Foodservice Industry

This study was conducted to examine the structural effects of emotional marketing elements on brand image and consumers' purchase intentions in the foodservice industry. Focusing on auditory, olfactory, and visual stimuli as key emotional marketing variables, the research empirically investigated their relationship with brand image and purchase intention. Data were collected through an online survey of 303 consumers in February 2025, following a preliminary survey to ensure the reliability and validity of the questionnaire. Statistical analyses were performed using SPSS 25.0 and AMOS 25.0. Descriptive statistics were used to understand the general characteristics of the sample, and reliability analysis (Cronbach's α), confirmatory factor analysis (CFA), and structural equation modeling (SEM) were conducted to assess model fit and test hypotheses. The results revealed that auditory and olfactory stimuli, along with auditory perception, had a positive impact on brand image. Among them, olfactory stimuli and auditory perception significantly influenced purchase intention, while auditory stimuli showed no direct effect. Brand image was identified as a strong determinant of purchase intention. Based on these findings, this study offers practical implications, highlighting the importance of sensory stimuli and the mediating role of brand image in shaping effective marketing strategies for foodservice businesses.