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Haptics and brands: The effect of touch on product evaluation of branded products

Karangi, Sheena Wanjiku, Lowe, Ben (2021) Haptics and brands: The effect of touch on product evaluation of branded products. Journal of Consumer Behaviour, . ISSN 1472-0817. (doi:10.1002/cb.1959) (KAR id:88050)

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Official URL
https://doi.org/10.1002/cb.1959

Abstract

This research provides insight into how touch effects differ by brand familiarity and brand status. Using schema theory and contagion theory, hypotheses were tested in two between subject experiments. A sweater and pillowcase served as product stimuli and consumers were exposed to a known and unknown brand for the brand stimuli. Findings provide support for a brand contagion effect where a luxury branded product is concerned and suggest that this effect is activated through product touch. Interestingly, brand familiarity did not seem to influence the relationship between touch and product evaluation. This paper finds brand status to be a moderator of touch effects on product evaluation while brand familiarity is not. Additionally, a brand contagion effect activated through product touch is shown. The results of this paper provide insight for marketers and retailers regarding marketing strategies for different levels of the product life cycle (where familiarity differs), brand extension strategies (where familiarity and brand status may differ) and, most crucially, design of in-store layout and product displays. It advances knowledge in the field of sensory marketing by integrating and conceptualizing previously unexplored relationships between three key areas of literature, namely product touch, brand familiarity and brand status.

Item Type: Article
DOI/Identification number: 10.1002/cb.1959
Uncontrolled keywords: Brand familiarity, Brand Status, Sensory Marketing, Product touch
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business
Depositing User: Benjamin Lowe
Date Deposited: 11 May 2021 20:15 UTC
Last Modified: 17 Jun 2021 14:32 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/88050 (The current URI for this page, for reference purposes)
Lowe, Ben: https://orcid.org/0000-0002-5041-600X
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