When Do Sensory Stimuli Affect Brand Extension Evaluations?

Hosei Hemat, Discipline of Marketing, University of Sydney Business School, University of Sydney, Australia
Ulku Yuksel, Discipline of Marketing, University of Sydney Business School, University of Sydney, Australia
Despite the common belief that sensory stimuli matter, little research has explored how such specific shapes can affect consumers' evaluations of brand extension fit. Using experiments, this research shows that specific geometric shapes can affect consumer perceptions for dissimilar brand extensions.
[ to cite ]:
Hosei Hemat and Ulku Yuksel (2014) ,"When Do Sensory Stimuli Affect Brand Extension Evaluations?", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 786-786.