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Keywords: Brand setting
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Journal Articles
Qualitative Market Research: An International Journal (2022) 25 (2): 205–232.
Published: 31 January 2022
... to investigate SBEs in the context of Chinese shopping malls. Findings Results show that the brand data mined through multisensory cues (visual, auditory, olfactory, tactile and taste) in a brand setting are processed internally as SBEs (involving sensory impressions, fun, interesting, extraordinary...
