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Compared to typical brand extension research focusing on functional and symbolic attributes, this paper aims to examine brand extensions based on a brand's primary sensory attributes. Specifically, this paper investigates the interplay between brand equity and primary sensory attributes in shaping consumers' evaluations of brand extensions.

This study investigates the impact of primary or central sensory attributes on brand extension evaluations for brands with differing brand equities. The authors conducted two experiments preceded by seven pretests to develop and validate the stimulus materials. The authors aim to contribute to understanding how sensory and brand-related factors influence consumers' evaluations of brand extensions.

In these experiments, the authors find that a parent brand's central/dominant sensory attribute allows the parent brand to successfully extend into functionally unrelated categories. For example, Dove’s central attribute of touch allows it to extend successfully into categories such as towels and shaving razor. However, it does not perform as well as Irish Spring (known for smell) in categories such as cologne and scented fabric softener, where Irish Spring's central attribute of smell is more relevant. Interestingly, Irish Spring, a lower equity brand, outperforms Dove in smell-related extensions, indicating that sensory attributes can counter the impact of lower brand equity if the sensory attribute is relevant to the extension category.

This study investigates brand extensions based on sensory attributes such as smell and touch instead of typical brand extensions based on functional and symbolic attributes. In particular, the authors examine whether the perceived fit between the parent brand’s dominant sensory attribute and the extended category (i.e. sensory fit) is more important than the parent brand's equity in the evaluation of brand extensions.

The purpose of this paper is to examine the influences of consumer perceptions of labelled information and sensory attributes on consumers’ intention to buy fresh milk.

An experiment was conducted on 117 consumers in a lab at a university. After closely inspecting the labels’ information and tasting two types of milk, participants were asked to fill in a questionnaire, using the direct interview method. Exploratory factor analysis, confirmatory factor analysis and structural equation modelling were applied to analyse the data.

The results show that products’ labelled information and the sensory perceptions increase the buying intention of both ultra-high temperature treated fresh milk (UFM) and pasteurised fresh milk (PFM). The sensory perceptions of PFM can mediate the relationship between products’ labels and consumer buying intentions, but this relationship is not true for UFM. According to our results, nutritional facts and taking responsibility for one’s health are the keys to fresh milk commercialisation in terms of higher relative weights and commonness.

Although the sensory aspects of milk have been rigorously evaluated in the food science literature, to the best of the authors’ knowledge, few studies have focussed on the sensory perceptions of fresh milk incorporating process categories (UFM and PFM) and their mediating effect between labelled information and buying intention in the social sciences. The study is pioneering in that it investigates the perceptions of sensory attributes affecting consumer purchasing decisions for fresh milk in an emerging market.

This study aims to propose and demonstrate a practical application of a new three-part holistic sensory evaluation (HSE) method for textiles and apparel based on the senses of sight, touch, hearing and smell. HSE method development was carefully documented, described and successfully applied to evaluate sensory characteristics and consumer perceptions and acceptance of bacterial cellulose (BC), a novel sustainable material for apparel.

In Part One of the HSE method, research participants described the material in their own words based on the senses of sight, touch, hearing and smell. In Part Two, they rated the intensities and their linking for 25 predetermined attributes describing BC. Part Three measured participants’ overall liking of BC and its perceived suitability for apparel and accessories.

Application of the HSE method resulted in an in-depth understanding of BC material. Areas for material improvements and positive characteristics were identified, providing direction for further development. Consumers found BC suitable for accessories and outer-layer garments but not for apparel.

Sensory evaluation of textiles and apparel has traditionally focused on the senses of touch and sight. The new HSE method allows evaluating the full range of sensory characteristics of materials/products and holistically assessing consumer perceptions. The method is especially useful for novel materials and wearable technology. BC has gained increased interests as a novel sustainable material, yet consumer studies have been lacking. This study reports a comprehensive evaluation of BC material from consumer perspective.

This paper aims to investigate the differential effects of vertical attributes and horizontal attributes on visit intention under proximal and distal sensory imagery in travel live streams.

This research used a multimethod approach with four studies. Three designed experiments were first employed to prove casual relations of the hypothesized relations. Then, a structural model provided a new sample of the framework.

The results suggest that visit intention is higher when vertical (vs horizontal) attributes are associated with proximal (vs distal) sensory imagery. Physical presence mediates the interaction effects between attribute type and sensory imagery on visit intention.

The finding offers suggestions for multilateral information providers' capability of real-time advertising, seller-focused technology development and proactive relationship management with potential consumers.

Previous study is less sufficient to describe consumers' traveling interactivities in live-streaming media, where streamers are capable of modifying attribute-based messages and sensory modalities. Rather than focusing on imagery as a comprehensive modality or visual-dominated imagery, this study examines the interaction effects between attribute type and sensory imagery on visit intention. Drawing on reason-based choice and distance-on-distance theories, the finding enriches the evaluation of the effectiveness of live-streaming marketing across varying sensory interactions.

The purpose of this paper is to provide further insight into Chinese wine consumers’ preference, grasp the regional sensory preference differences of China and build up a predictive model for wine consumers’ sensory preferences.

The study involved 3,421 Chinese wine consumers in the survey. Classified statistics were conducted to excavate regional differences of wine consumers’ sensory preferences. By analyzing influencing factors, prediction models for consumers’ sensory attribute preferences were constructed on the basis of multivariate disorder logistic regression method.

Empirical research showed that the wine with the following sensory attributes was the most preferred by Chinese consumers: dry red, refreshing and soft taste, still type, moderate aroma degree and mellow aroma, and sweet wine was also popular. Consumers’ preference varied from region to region. The proposed predicting method of the study realized more than 70 percent accuracy when conducting prediction for color, sweetness, aroma type and flavor preferences.

By shedding light on the latest sensory attribute preferences of Chinese wine consumers, this study will help wine industry participants conduct market segmentation based on the diversification of consumers’ preferences. The wine enterprises can gain guidance from the results to conduct market positioning, adjust strategies and provide specific production for target wine consumers.

Based on the actual situation of Chinese wine market, this study defines sensory attribute indexes of wine from the perspective of wine consumers and presents the most recent comprehensive research on the sensory preferences of Chinese wine consumers through a nationwide survey.

Temporal dominance of sensation (TDS) is a sensory method developed by Pineau et al. (2003) which studies the sequence of dominant sensations of a product during its consumption. TDS is believed to be more appropriate to explain consumer responses than static descriptive analysis due to its temporal element. The purpose of this paper is to define the temporal sensory profile of a new product: polenta stick. In particular, TDS method was used to measure the dominance of sensory attributes in polenta stick samples and dynamic consumer tests were performed in order to verify if the acceptability changed over time during sample consumption.

Eight polenta sticks, different in terms of storage conditions, cooking procedures and serving temperatures, were analysed by means of TDS with 13 assessors. During two preliminary sessions, the attributes list, constituted by the nine most cited sensations, was generated. Five replications were carried out. In dynamic consumer tests, 50 subjects were asked to give their liking on a seven-category scale for the frozen samples, in different five moments during the evaluation.

TDS results showed a significant effect of the experimental conditions on dominant attribute perception of polenta sticks. For the oven-cooked samples, more flavour attributes were perceived as dominant, whereas for the fried samples, the attributes crispness and oiliness overcame with a high panel dominance rate and for a long time. For the chilled samples, crispness had the highest panel dominance rate; whereas for the frozen samples, creaminess was the most dominant attribute. Consumer liking scores did not significantly change over time during consumption for all the samples. The fried samples received the highest liking scores, at both serving temperatures.

The chosen sensory methods gave the authors important information about the real perception of the products during consumption. A lot of foodstuffs show several sensory properties that appear in different times during evaluation and/or consumption. These properties could affect overall liking so they should be taken into account.

New dynamic sensory methods were used to characterize a new food product, i.e. polenta-based sticks. The procedure used to evaluate the liking by consumers was completely innovative, whereas the sensory method used to characterize the samples was recently developed. The new food product was developed as an aim of an Italian research project funded by MiSE (Ministero dello Sviluppo Economico) for the valorization of maize flour (MAISFOOD, Industria 2015).

This study aims to investigate the relationships among sensory, emotional and cognitive attributes on a hotel’s website, customers’ telepresence, their attitudes toward the hotel’s website, brand attitudes and their behavioral intentions, based on telepresence and parasocial interaction theories as theoretical backgrounds.

A cross-sectional, online, self-administered survey was conducted to examine the proposed framework from previous hotel guests in the USA, who booked the hotel via its website within the previous 12 months.

Results identified sensory and emotional attributes influenced customers’ telepresence; however, cognitive attributes did not affect telepresence on the hotel’s website. Telepresence then influenced customers’ attitudes toward the hotel’s website and their behavioral intentions. Both attitudes toward the hotel’s website and brand attitudes influenced customers’ behavioral intentions.

This study was the first study to propose the telepresence model in the hotel website context, investigating antecedents and outcomes of the telepresence.

The purpose of this paper is to evaluate the changes in descriptive sensory properties and overall consumer acceptability of soymilk prepared from roasted soybeans.

In total, 12 purposively selected post graduate students majoring in Food Science conducted descriptive sensory analysis after being trained for 18 h in sensory analysis, while 75 untrained students conducted consumer acceptability test of soymilk prepared by roasting soybeans at a temperature of 110°C for 20, 40, 60, 80 and 100 min and at 120°C for 20 min.

Results have revealed that roasting soybeans improved sensory properties by significantly (p<0.05) decreasing the objectionable green, beany flavours and increasing sweet taste, viscosity and roasted flavour. Furthermore, results from the principal component analysis revealed that aroma and sweet taste were the most critical sensory attributes. In addition, it was found out that soymilk samples prepared by roasting soybeans at 110°C for 40 and 60 min and at 120°C for 20 min were significantly more acceptable than the control soymilk.

The participants in this study were from one locality and predominantly soybean consuming community and therefore there is need to conduct the study in a different locality in order to validate the study findings.

The study can assist small scale processors that might not have access to lipoxygenase-free soybeans and other technologies for improving the quality of soymilk.

The study can be used as a guide for connecting the food processers with the external world of consumption.

For the first time, the study findings have demonstrated that controlled soybean roasting can be a useful strategy for improving soymilk sensory properties and consumer acceptability. The findings in this study can be usefully used in the quality control of soy bean-based products.

Innovation cannot come without in‐depth understanding of the product and its consumer perception. This paper aims to show the approach for consumer‐centric re‐development strategy, from design of the experiment to execution, analysis, modeling and strategies for implementation.

The approach described uses a relatively large‐scale experimental design of ingredients (12 variables) to vary sensory attributes and conduct sensitivity analysis with consumers.

The resulting product was a big marketing success for the producer. A disciplined experimentation based on statistically sound experimental designs produces much better food products with increased acceptability by consumers.

Statisticians have turned their attention to modeling the relations between physical variables and subjective consumer responses. The resulting products are optimized to meet sensory preferences of the consumers including varied sensory segmentation of the markets.

Using advanced multivariate experimental design for sensory optimization has proved many times its advantages although still not universally used. The approach could help the marketers and developers create better products that consumers like.

The aim of this study is to identify descriptions involved in defining the concept of freshness from a consumer perspective.

A total of 559 subjects recruited in supermarkets of different cities and villages in Switzerland were asked to write down their understanding of freshness in general, and for fruits and vegetables in particular. Direct elicitation by means of an open‐ended questionnaire was used.

Respondents mentioned a large variety of descriptors in relationship with fresh fruits and vegetables. Results suggest that freshness describes a level of closeness to the original product, in terms of distance, time and processing. Respondents having more contact with the place of fruit and vegetable production mentioned non‐sensory attributes more frequently, whereas those having fewer contacts mentioned sensory attributes more frequently. It can be concluded that consumers have a collective concept of freshness but they use their different everyday experiences with fruits and vegetables to describe freshness.

Analysis of open‐ended questionnaires is time‐consuming and difficulties were encountered in the categorisation of phrases. Participants might have been influenced by the environment in supermarkets.

The perception of freshness is influenced by the information consumers have on products. Therefore, the importance of providing sufficient information on the products is emphasized.

The study is the first to extensively investigate the consumer understanding of the term “fresh” in relationship with fruits and vegetables. The use of an open‐ended questionnaire is particularly interesting as it allows greater freedom of expression by the participants compared with other forms of enquiry.