A conceptual framework for the assessment of brand congruent sensory modalities
Year of publication: |
2015
|
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Authors: | Stach, Jens |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 22.2015, 8, p. 673-694
|
Subject: | multisensory marketing | multisensory semantic congruency | brand identity | sensory evaluation | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Wahrnehmung | Perception |
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