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dc.contributor.authorYoganathan, Vignesh
dc.contributor.authorOsburg, V-S.
dc.contributor.authorAkhtar, P.
dc.date.accessioned2018-10-26T10:48:45Z
dc.date.available2018-10-26T10:48:45Z
dc.date.issued2018
dc.identifier.citationYoganathan V, Osburg V-S and Akhtar P (2018) Sensory stimulation for sensible consumption: Multisensory marketing for e-tailing of ethical brands. Journal of Business Research. Online before print.en_US
dc.identifier.urihttp://hdl.handle.net/10454/16630
dc.descriptionyesen_US
dc.description.abstractAmidst strong competition and lack of resources and functional superiority, ethical brands may seek an experiential approach to marketing online. A between-subjects online experiment (N=308) shows that ethically congruent visual and auditory cues, and a tactile priming statement, positively influence consumers' willingness to pay (WTP) for an ethical brand online. Altruistic and Biospheric value-orientation (ALTBIO) and Need for Touch (NfT) were considered as moderators to account for specific segments. For consumers with high ALTBIO, the effects of visual and auditory cues are mediated by Consumer Perceived Brand Ethicality (CPBE). Tactile priming has a significant effect only for consumers with high NfT. However, the interaction between the three cues has a positive effect on WTP irrespective of CPBE, ALTBIO, and NfT. Findings illustrate multisensory marketing's efficacy in fostering sensible consumption (considerate of natural and societal environments and their inhabitants) online for the mass-market and specific segments by creating an experiential customer judgement-context.en_US
dc.language.isoenen_US
dc.relation.isreferencedbyhttps://doi.org/10.1016/j.jbusres.2018.06.005en_US
dc.rights© 2018 Elsevier. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license.en
dc.subjectMultisensory marketingen_US
dc.subjectEthical consumptionen_US
dc.subjectEthical brandsen_US
dc.subjectSensory brandingen_US
dc.subjectSensory stimulationen_US
dc.titleSensory stimulation for sensible consumption: Multisensory marketing for e-tailing of ethical brandsen_US
dc.status.refereedyesen_US
dc.date.Accepted2018-06-13
dc.date.application2018-06-07
dc.typeArticleen_US
dc.date.EndofEmbargo2020-01-07
dc.type.versionAccepted manuscripten_US
dc.description.publicnotesThe full text will be available at the end of the publisher's embargo, 7th Jan 2020.en
refterms.dateFOA2018-10-26T10:48:45Z


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