A Commentary on “The Senses in Anthropological and Marketing Research
Investigating a Consumer-Brand Ritual Holistically”
Bibliographic Data
| ID | 15720494 |
|---|---|
| Authors | Aradhna Krishna (0000-0002-2635-5016, University of Michigan, corresponding author) |
| Year | 2015 |
| Volume | 4 |
| Issue | 1 |
| Pages | 31-35 |
| Publication date | 2015-05-21 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Journal of Business Anthropology (JOURNAL) |
| Journal identifiers | ISSN: 2245-4217 • E-ISSN: 2245-4217 |
| Publisher | Copenhagen Business School (PUBLISHER • DK) |
| DOI | 10.22439/jba.v4i1.4788 |
| OpenAlex | W1935027394 |
| Language | EN |
| References cited | 6 |
has opened up a large field of study by highlighting the importance of examining sensory perception in the ritualistic use of products and brands. This area of study has thus far not been explored by psychologists-cognitive and consumer-or by anthropologists. In order to understand why this is an important contribution, I will focus first on what these different fields do
Business · Consumer behaviour · Consumer research · Sociology · Consumer Behavior in Brand Consumption and Identification · Cultural Differences and Values · Psychology of Social Influence · Marketing
| Highly cited | No |
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