Applying the multisensory sculpture technique to explore the role of brand usage on multisensory brand experiences
Year of publication: |
2020
|
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Authors: | Castillo-Villar, Fernando Rey ; Villasante-Arellano, Ana Josefina |
Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 57.2020, p. 1-7
|
Subject: | Multisensory branding | Brand usage | Multisensory sculpture technique | Service sector | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand |
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