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Keywords: Multisensory interplay
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Journal Articles
Journal of Product & Brand Management (2018) 27 (5): 498–513.
Published: 12 November 2018
... measures, such as decibel, hue or level of surface texture, whereas others are deemed more complex to measure, such as esthetics. The issues of measuring cues are still present and require considerable development in research (Krishna, 2012). However, multisensory interplay research in marketing has shown...
