Shaping retail brand personality perceptions by bodily experiences

• Autores: Jana Möller, Steffen Herm
• Localización: Journal of retailing, ISSN 0022-4359, Vol. 89, Nº 4, 2013, págs. 438-446
• Idioma: inglés
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• Resumen

  • Highlights: [�] We merge the research streams of customer experiences and brand personality. [�] Bodily experiences transfer their metaphoric meaning to brand personality perception. [�] We manipulated bodily experiences of hardness and ambient temperature. [�] Results are consistent across field and laboratory experiments and across brands. [�] Our findings are highly applicable for retail managers to shape brand perceptions