... theory and design research, consumers tend to organize and interpret objects as a result of the sensory perception process (Veryzer, 1999). These higher order constructs, such as the perceived aesthetics of a product, closely relate to the overall evaluation of a product in terms of attitude toward...

... The paper uses case studies from global brands to illustrate the effectiveness of messages that incorporate as many senses as possible. © Emerald Group Publishing Limited 2005 Brands Sensory perception Case studies An executive summary for managers and executive readers can be found...