Aesthetics in Marketing

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Aesthetics is a term most used in the context of visual beauty. This book attempts to define aesthetics by broadening the understanding of the elements it is composed of. It draws attention to all the senses thus introducing the concept of total aesthetic experience in a product. This book uncovers and looks into various aesthetic attributes and qualities in a product. It also deliberates the importance of each of these attributes, qualities and elements of aesthetics and the kind of balance necessary between each, for designing successful products. The contemporary consumer attaches a great deal of importance to factors such as brand identity, brand image, corporate image etc. The relationships between these factors and the aesthetics of a product are discussed at length along with an analysis of how aesthetic consideration of a product influences sales and to what extent these attributes are essential for the success of a product. An important feature of this book is that theory, concepts and models discussed here have a strong foundation in research conducted by the authors. The book relates aesthetics concepts to real life case studies. An additional feature of the book is that it elaborates the practical implications for a marketermpany to create a successful product.