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.
Citation:
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.
Authors
Yijun Zhao, Renmin University of China
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
Is Congruity Desirable for Brand Extensions? A Conceptual and Meta-Analytic Review
Qian (Claire) Deng, University of Prince Edward Island
Paul Richard Messinger, University of Alberta, Canada
Featured
Always Trust in Your Friends? Cross-cultural Effects of Review Source and Incentives on Trustworthiness
Dionysius Ang, Leeds University Business School
Featured
O5. The Effect of Synchrony on Non-Human Objects Involved in the Synchronous Performance
Xiaoyin YE, Xiamen University
Jun YE, Xiamen University