College of Administration and Economics

The Department of Business Administration at the College of Administration and Economics, University of Mosul, discussed the doctoral dissertation titled:
“The Role of Sensory Marketing in Enhancing Customer Brand Attachment: The Mediating Role of Product Design — An Analytical Study of a Sample of (KFC) Restaurant Customers in the Kurdistan Region of Iraq.”

The present study, submitted by Harbia Abdo Omar Al-Sulaivani from the Department of Business Administration, aimed to highlight the role of sensory marketing in enhancing customer attachment to the brand through the mediating role of product (service) design, based on a sample of customers frequenting KFC restaurants in the cities of the Kurdistan Region of Iraq (Erbil, Sulaymaniyah, and Duhok).

The study reached a set of conclusions, the most important of which was that the five human senses — hearing, sight, smell, taste, and touch — play a significant role in strengthening customer brand attachment, and that service design plays an effective role in achieving this, whether directly or indirectly.

The examination committee was chaired by Prof. Dr. Alaa Abdul-Salam Yahya Al-Hamdani, with membership of:

Prof. Dr. Naji Abdul Sattar Mahmoud from Tikrit University,

Asst. Prof. Dr. Amer Ismail Abdullah,

Asst. Prof. Dr. Safwan Yaseen Hassan,

Asst. Prof. Dr. Bashar Dhakir Saleh,

and with the membership and supervision of:

Prof. Dr. Alaa Haseeb Abdul Hadi, and

Asst. Prof. Dr. Mundher Khudair Yaqoub.