This research investigates the impact of five sensory cues (visual, auditory, olfactory, tactile, and taste) on sensory brand experience (SBE) and its subsequent effects on customer satisfaction, brand attachment, and customer lovemarks, leading to brand loyalty. The study also examines the moderating role of employee empathy in this relationship. Using a mixed-methods approach, including a quantitative survey of 512 Chinese consumers and qualitative interviews, the research finds that all five sensory cues significantly influence SBE, which in turn enhances 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 contributes to the literature on corporate reputation and branding by providing new insights into the role of SBE and its antecedents, processes, and outcomes. It also introduces validated measurement items for SBE, enhancing the understanding of sensory experiences in branding and offering practical tools for marketers to enhance corporate reputation management.This research investigates the impact of five sensory cues (visual, auditory, olfactory, tactile, and taste) on sensory brand experience (SBE) and its subsequent effects on customer satisfaction, brand attachment, and customer lovemarks, leading to brand loyalty. The study also examines the moderating role of employee empathy in this relationship. Using a mixed-methods approach, including a quantitative survey of 512 Chinese consumers and qualitative interviews, the research finds that all five sensory cues significantly influence SBE, which in turn enhances 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 contributes to the literature on corporate reputation and branding by providing new insights into the role of SBE and its antecedents, processes, and outcomes. It also introduces validated measurement items for SBE, enhancing the understanding of sensory experiences in branding and offering practical tools for marketers to enhance corporate reputation management.