Using Shapes in the Advertising of Brand Extensions
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 (2015) ,"Using Shapes in the Advertising of Brand Extensions", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 322-322.
Hosei Hemat, University of Sydney, Australia
Ulku Yuksel, University of Sydney, Australia
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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