"What is sensory marketing and why is it interesting and also important? Krishna defines it as "marketing that engages the consumers senses and affects their behaviors." In this edited book, the authors discuss how sensory aspects of products, i.e., the touch , taste, smell, sound, and look of...

1. An introduction to sensory marketing -- 2. Does touch matter? : insights from Haptic research in marketing / Joann Peck -- 3. Touch : a gentle tutorial with implications for marketing / Roberta L. Klatzky -- 4. Understanding the role of incidental touch in consumer behavior / Andrea C....

The aim of this paper is to review the most important tools and methods used to analyse and measure the brand image. Both traditional and innovative measurements have been considered, including attitude scales, Q-Sort, Natural Grouping, Kelly Repertory Grid, Laddering, Benefit Chain, Projective...