TY  - THES
U1  - Dissertation oder Habilitation
A1  - Stach, Jens
T1  - The influence of brand experiences onto brand preference, brand meaning and haptic product evaluation
N2  - 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.
Y2  - 2018
U6  - https://nbn-resolving.org/urn:nbn:de:bsz:14-qucosa2-345552
UN  - https://nbn-resolving.org/urn:nbn:de:bsz:14-qucosa2-345552
SP  - vi,44
S1  - vi,44
CY  - Leipzig
ER  -