Meaning Transfer in a Cobranding Context: The Role of the Sensory Signature
As people acquire knowledge of the world through their senses, a perceptual brand experience is the most effective and immediate source for a brand to create an impression in the mind of the consumer. A "sensory signature," which is a unique sensory aspect of a brand, is a storehouse of br...
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| Format: | Others |
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Auckland University of Technology,
2017-11-24T03:37:58Z.
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| Online Access: | Get fulltext |