Comparing Uni-sensory versus Multi-sensory Methods for Embodied Brand Knowledge Retrieval

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Comparing Uni-sensory versus Multi-sensory Methods for Embodied Brand Knowledge Retrieval

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dc.contributor.author Kreuzer, Maria
dc.contributor.author von Wallpach, Sylvia
dc.date.accessioned 2012-11-06
dc.date.accessioned 2013-04-29T12:30:34Z
dc.date.available 2013-04-29T12:30:34Z
dc.date.issued 2013-04-29
dc.identifier.uri http://hdl.handle.net/10398/8684
dc.description.abstract This article contributes to the study of embodied brand knowledge retrieval. Embodied brand knowledge results from multi-sensory consumer brand experiences. Consumers store embodied brand knowledge on a non-conscious, modality-specific level and use metaphors for its expression. Retrieving embodied brand knowledge requires methods that (a) stimulate senses involved in brand experiences and (b) encourage metaphorical expression. This study empirically compares the value of a uni-sensory, visual method (Autodriving) versus a multi-sensory method (Multi-sensory sculpting) for embodied brand knowledge retrieval. The results support the theoretical assumption that Multisensory sculpting elicits more and more diverse embodied brand knowledge elements than Autodriving. en_US
dc.format.extent 7 en_US
dc.language eng en_US
dc.subject.other Embodied brand knowledge en_US
dc.subject.other Retrieval en_US
dc.subject.other Method comparison en_US
dc.title Comparing Uni-sensory versus Multi-sensory Methods for Embodied Brand Knowledge Retrieval en_US
dc.type cp en_US
dc.accessionstatus modt13apr29 lbjl en_US
dc.contributor.corporation Copenhagen Business School. CBS en_US
dc.contributor.department Institut for Afsætningsøkonomi en_US
dc.contributor.departmentshort en_US
dc.contributor.departmentuk Department of Marketing en_US
dc.contributor.departmentukshort MARKETING en_US
dc.description.notes Paper presented at the 41st EMAC Conference 2012, Lisbon. en_US
dc.publisher.city Frederiksberg en_US
dc.publisher.year 2012 en_US


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