Colour is perhaps the single most important element as far as the design of multisensory
product packaging is concerned. It plays a key role in capturing the attention of the shopper …

Visual perception is essential to marketing practice and theory. Based on literature in
marketing and related fields, this article develops a conceptual framework comprising five …

People are increasingly purchasing (eg, food, clothes) and consuming (eg, movies, courses)
online where, traditionally, the sensory interaction has mostly been limited to visual, and to a …

Advances in Web 2.0 technologies have led to the widespread assimilation of electronic
commerce platforms as an innovative shopping method and an alternative to traditional …

Survival in today's economic climate and competitive retail environment requires more than
just low prices and innovative products. To compete effectively, businesses must focus on …

Brand Management: Mastering Research, Theory and Practice is a valuable resource for
those looking to understand how a brand can be conceptualized and thus managed in all its …

Purpose This study aims to investigate the effect of customers' multisensory service
experience on customer satisfaction with cognitive effort and affective evaluations using big …

This study examined the role of color in a luxury service setting. To understand the effect of
color, this study investigated how each dimension of color (hue, saturation, or value) …

Creativity is a growing area of retailing research. Drawing upon the optimal-arousal theory,
this research examines how the dimensions of packaging design creativity, such as …

Logos frequently include textual and/or visual design elements that are descriptive of the
type of product/service that brands market. However, knowledge about how and when logo …