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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.

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Document Type:Doctoral Thesis
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