The influence of brand experiences onto brand preference, brand meaning and haptic product evaluation
- 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.
| Document Type: | Doctoral Thesis |
|---|---|
| Language: | English |
| Author: | Jens Stach |
| Contributor(s): | Manfred Kirchgeorg, Erik Maier |
| Chairs and Professorships: | Chair of Marketing Management and Sustainability |
| Full text/ URN: | urn:nbn:de:bsz:14-qucosa2-345552 |
| Title Additional (English): | Dissertation |
| Place of publication: | Leipzig |
| Year of Completion: | 2018 |
| Page Number: | vi,44 |