Resumen de Shaping retail brand personality perceptions by bodily experiences
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
