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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
Date16 July 2019
CreatorsStach, Jens
ContributorsKirchgeorg, Manfred, Maier, Erik, HHL Leipzig Graduate School of Management
Source SetsHochschulschriftenserver (HSSS) der SLUB Dresden
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/publishedVersion, doc-type:doctoralThesis, info:eu-repo/semantics/doctoralThesis, doc-type:Text

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