This study investigates the impact of five sensory cues (visual, auditory, olfactory, tactile, and taste) on sensory brand experience (SBE), which in turn influences customer satisfaction, brand attachment, and customer lovemarks, ultimately leading to brand loyalty. It also examines the moderating role of employee empathy in the relationship between SBE and these outcomes. A mixed-method approach was used, combining quantitative data from 512 Chinese consumers with qualitative insights from 10 interviews and 4 focus groups. The results show that all five sensory cues significantly influence SBE, which contributes to customer satisfaction, brand attachment, and customer lovemarks. However, not all dimensions of customer satisfaction and brand attachment predict brand loyalty. Employee empathy negatively moderates the relationship between SBE and customer lovemarks. The study proposes a conceptual framework linking brand settings with SBE, emphasizing the role of sensory cues in shaping brand experiences. It also highlights the importance of employee empathy in influencing brand outcomes. The research contributes to the literature by defining SBE as an independent construct and developing a validated measurement scale. The findings suggest that enhancing sensory cues in brand settings can improve brand loyalty, while employee empathy plays a crucial role in moderating these effects. The study provides insights for practitioners aiming to enhance corporate reputation and brand strategies through sensory experiences.This study investigates the impact of five sensory cues (visual, auditory, olfactory, tactile, and taste) on sensory brand experience (SBE), which in turn influences customer satisfaction, brand attachment, and customer lovemarks, ultimately leading to brand loyalty. It also examines the moderating role of employee empathy in the relationship between SBE and these outcomes. A mixed-method approach was used, combining quantitative data from 512 Chinese consumers with qualitative insights from 10 interviews and 4 focus groups. The results show that all five sensory cues significantly influence SBE, which contributes to customer satisfaction, brand attachment, and customer lovemarks. However, not all dimensions of customer satisfaction and brand attachment predict brand loyalty. Employee empathy negatively moderates the relationship between SBE and customer lovemarks. The study proposes a conceptual framework linking brand settings with SBE, emphasizing the role of sensory cues in shaping brand experiences. It also highlights the importance of employee empathy in influencing brand outcomes. The research contributes to the literature by defining SBE as an independent construct and developing a validated measurement scale. The findings suggest that enhancing sensory cues in brand settings can improve brand loyalty, while employee empathy plays a crucial role in moderating these effects. The study provides insights for practitioners aiming to enhance corporate reputation and brand strategies through sensory experiences.