...Andreas Aldogan Eklund; Miralem Helmefalk Purpose The purpose of this paper is to conceptualise and provide a future research agenda for (in)congruence regarding cues between products, brands and atmospheres. Design/methodology/approach A semi-systematic literature review was conducted...

... cluster. Findings Results reveal four unique consumer clusters (Sad, Passionate, Joyful, and Balanced Middle) with unique brand constellations and differing degrees of brand congruence. Of significance is the Sad cluster, which shows a strong brand congruence to seemingly hedonic products. Research...

...Robert P. Jones Jay   Greene . Design Is How It Works: How the Smartest Companies Turn Product into Icons . New York, NY : Penguin Publishing   2010 . 231 pp. , ISBN: 978‐1‐59184‐322‐1   $25.95 US/$32.50 Canada © Emerald Group Publishing Limited 2012 --> Design...