Malefyt, Timothy de Waal - In: Journal of business anthropology 4 (2015) 1, pp. 5-30
form of social interaction, marketers seek to maximize consumer-brand relations by targeting specific sensory responses to … consumption. This study integrates both views in an ethnographic investigation of a brand ritual. It examines the sensorial … situated notions of self-presentation and identity. This study advances a more holistic sensory approach to brand rituals as a …
