Sensory Branding: A Pilot Study of the Effect of Sensory Value on Branding in Electronic Word of Mouth (eWOM)
The purpose of this paper is to examine the effects of sensory value on branding as described through eWOM in social media through an experimental design that crosses valence (intrinsic appeal, positive or negative) with six branded products. The study considers relationships between the five human...
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| Format: | Article |
| Language: | English |
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Athens Institute for Education and Research
2016-04-01
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| Series: | Athens Journal of Mass Media and Communications |
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| Online Access: | https://www.athensjournals.gr/media/2016-2-2-2-Saris.pdf |