Briand Decré, Gwenaëlle; Cloonan, Caroline - In: Journal of Product & Brand Management 28 (2019) 1, pp. 117-132
Purpose: This paper aims to study the cross-modal correspondence between a visual stimulus (i.e. glossiness), haptic perception and consumers’ reactions (internal responses and behavioral intentions). Design/methodology/approach: Using an experimental design, three experimental studies have...