<![CDATA[The beauty industry increasingly requires brands to compete beyond product efficacy through authenticity, experiential quality, and emotional engagement. However, many heritage-rooted beauty brands continue to rely on fragmented promotional and communication practices that limit the development of coherent consumer value perceptions. Existing research extensively examines sensory, spatial, and cultural branding independently, yet limited evidence explains their integrated influence on perceived value. This study develops and validates the Spatial-Sensory-Cultural Branding Model (SSCBM) using an exploratory qualitative design supported by Design Thinking and abductive reasoning. Data were collected from urban Indonesian Millennial and Generation Z consumers (22-35 years) through ten in-depth empathy interviews and fifteen controlled prototype evaluations, with recruitment in each phase continuing until thematic saturation was reached. Five branding conditions, placebo, spatial, sensory, cultural, and integrated SSCBM, were examined through controlled prototype simulations and in-depth consumer interviews. The findings indicate that integrated branding consistently produces stronger perceived value than isolated branding approaches. Participants perceived integrated experiences as more immersive, credible, memorable, and emotionally engaging. Results further suggest that consumers process branding dimensions sequentially: spatial cues attract attention, sensory cues enhance immersion, and cultural cues facilitate meaning construction and authenticity. The study contributes a value construction framework demonstrating how heritage rooted brands can create differentiated promotional value through coordinated experiential communication systems.]]>
Copyrights © 2026
