• The influence of three fundamental factors on conspicuous consumption

      Kim, Sungeun (Ange) (Auckland University of Technology, 2015)
      Prior research has shown various factors – from a range of research streams – that influence conspicuous consumption, yet the core factors that lead to conspicuous consumption are still not well understood. This dissertation ...
    • Meaning Transfer in a Cobranding Context: The Role of the Sensory Signature

      Hwang, Euejung (Auckland University of Technology, 2017)
      As people acquire knowledge of the world through their senses, a perceptual brand experience is the most effective and immediate source for a brand to create an impression in the mind of the consumer. A “sensory signature,” ...