Journal of Marketing, Volume 90, Issue 4, Page 52-73, July 2026.
Despite firms’ emphasis on product visual aesthetics (PVA) for competitive advantage, questions remain regarding which aesthetic properties enhance PVA the most, the strength of PVA’s effect on consumer responses, and moderating factors. To address these …Journal of Marketing, Volume 90, Issue 4, Page 52-73, July 2026. <br/>Despite firms’ emphasis on product visual aesthetics (PVA) for competitive advantage, questions remain regarding which aesthetic properties enhance PVA the most, the strength of PVA’s effect on consumer responses, and moderating factors. To address these … Read More