Dissertation o. Habilitation
The influence of brand experiences onto brand preference, brand meaning and haptic product evaluation: Essays in experimental marketing research
The thesis addresses current issues in experiential marketing research. More precisely, it focuses on the impact experiences earlier in life have on the preference towards a brand and its meaning later in life, as well as the influence of audio-visual product experiences on the perceived haptic evaluation of products. The thesis uses a wide selection of theories, from conditioning to embodied cognition and multisensory enhancement and provides novel contributions to marketing research.:I. The Influence of Brand Experiences onto Brand Preference, Brand Meaning and Haptic Product Evaluation - Essays in Experiential Marketing Research 1. The Relevance of Experiences in Marketing and Marketing Research 2. Paper A 2.1 Gaps & Research Questions 2.2 Summary 2.3 Contributions 2.4 Future Research Directions 3. Paper B 3.1 Gaps & Research Questions 3.2 Summary 3.3 Contributions 3.4 Future Research Directions 4. Paper C 4.1 Gaps & Research Questions 4.2 Summary 4.3 Contributions 4.4 Future Research Directions 5. References II. How Memorable Experiences Influence Brand Preference III. Meaningful Experiences – an Embodied Cognition Perspective on Brand Meaning Co-Creation IV. Touching Sounds - Improving the Haptic Evaluation of a Product that cannot be Touched but Seen and Heard 1. Introduction 2. Theoretical Background 2.1 Product Evaluation and Touch 2.2 Haptic Imagery as a Surrogate for Actual Touch 2.3 Hypotheses 3. Study Designs 3.1 Overview of Studies 3.2 Stimuli and Pretests 4. STUDY 1: Audio-visual texture evaluation through sound 4.1 Methodology 4.2 Dependent Measures 4.3 Results 4.4 Discussion 5. STUDY 2: Audio-visual hardness evaluation through sound 5.1 Methodology 5.2 Dependent Measures 5.3 Results 5.4 Discussion 6. General Discussion 7. References
- Thema
-
Wirtschaft
- Ereignis
-
Geistige Schöpfung
- (wer)
-
Stach, Jens
- Ereignis
-
Herstellung
- (wer)
-
Kirchgeorg, Manfred
Maier, Erik
HHL Leipzig Graduate School of Management
- URN
-
urn:nbn:de:bsz:14-qucosa2-345552
- Letzte Aktualisierung
- 14.03.2025, 08:15 MEZ
Datenpartner
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Objekttyp
- Dissertation o. Habilitation
Beteiligte
- Stach, Jens
- Kirchgeorg, Manfred
- Maier, Erik
- HHL Leipzig Graduate School of Management
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