The Impact of Social Crowding on Cross Sensory Products——Based on the Brand Alliance Perspective
This research defines the cross sensory product (CSP), which refers to the product with different sensory attributes provided by two or more co-brands in brand alliance and suggest that feeling crowded makes consumers need more arousal , which, in turn, makes them prefer cross sensory product.
Yijun Zhao (2020) ,"The Impact of Social Crowding on Cross Sensory Products——Based on the Brand Alliance Perspective", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1241-1241.
Yijun Zhao, Renmin University of China
NA - Advances in Consumer Research Volume 48 | 2020
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