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About Emily Pope

Krystal Glass is the CEO of Krystal Glass Communications — a communications firm specializing in small business marketing among other things. General Assembly Toggle Menu.

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Marketing Aesthetics - The Strategic Management of Brands, Identity and Image

Image via Toms. He has written over research papers and several books including Aesthetics in Marketing published by Sage. In this article Dr Baisya has discussed evolution of aesthetics in marketing, use of aesthetics in marketing campaigns and how aesthetic marketing adds value to the overall consumer experience.

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The interview also highlights issues, challenges and future of aesthetics in marketing. Copyright of Review of Management is the property of Management Development Research Foundation and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission.

When the designs of products within the same brand are similar, we find that consumers become less price sensitive. Brand-consistent designs both help consumers identify the brand and enhance their recall of these products at the cost of competing products. As a result, the focal product can demand a higher price, consumers become less sensitive to price hikes, and competitive products are less likely to be considered.

Yan Liu, Krista J. Krista J. Haipeng Allan Chen is John E.

Full Service Aesthetics & Medical Marketing, Content, Social Networking, Communications.

Subramanian Balachander is Albert O. Skip to Content Skip to Footer. Key Takeaways What?

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