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
| Identifer | oai:union.ndltd.org:DRESDEN/oai:qucosa:de:qucosa:34555 |
| Date | 16 July 2019 |
| Creators | Stach, Jens |
| Contributors | Kirchgeorg, Manfred, Maier, Erik, HHL Leipzig Graduate School of Management |
| Source Sets | Hochschulschriftenserver (HSSS) der SLUB Dresden |
| Language | English |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, doc-type:doctoralThesis, info:eu-repo/semantics/doctoralThesis, doc-type:Text |
| Rights | info:eu-repo/semantics/openAccess |
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