@phdthesis{Stach2018,
  author    = {Stach, Jens},
  title     = {The influence of brand experiences onto brand preference, brand meaning and haptic product evaluation},
  institution = {Chair of Marketing Management and Sustainability},
  pages     = {vi,44},
  year      = {2018},
  abstract  = {The thesis addresses current issues in experiential marketing research. More precisely, it focuses on the impact experiences earlier in life have on the preference towards a brand and its meaning later in life, as well as the influence of audio-visual product experiences on the perceived haptic evaluation of products. The thesis uses a wide selection of theories, from conditioning to embodied cognition and multisensory enhancement and provides novel contributions to marketing research.},
  language  = {en}
}