When Do Sensory Stimuli Affect Brand Extension Evaluations?
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.
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 786-786.
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
NA - Advances in Consumer Research Volume 42 | 2014
Testing Theories of Goal Progress within Online Learning
Tong Lu, University of Pennsylvania, USA
Eric Bradlow, University of Pennsylvania, USA
Wesley Hutchinson, University of Pennsylvania, USA
When Stigma Does Good: Accentuating Certain Aspects of Stigma Enhances Effectiveness of Mental Health Messages
Chethana Achar, University of Washington, USA
Nidhi Agrawal, University of Washington, USA
Just Let the “New Me” Do It: How Anticipated Temporal Landmarks Cause Procrastination
Minjung Koo, Sungkyunkwan University
Ke Michael Mai, National University of Singapore, Singapore
Hengchen Dai, University of California Los Angeles, USA
Eunyoung Camilla Song, University of Florida, USA