... colour cues, namely, those which are congruent; and incongruent with the coffee. Thus, our purpose is to determine which colour is more suitable for a better coffee experience. The concept of multisensory interactions, sensory congruence and incongruence mentioned...

...Jongeun Rhee; Kim K.P. Johnson Purpose The purpose of this paper is to examine how adolescents' self‐concept and brand image congruency are related to their level of liking for an apparel brand. It also aims to examine whether this relationship varies depending on adolescents' gender and identity...