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Carlos Velasco
BI Norwegian Business School
91Publications
20H-index
1,119Citations
Publications 91
Newest
Published on Jun 19, 2019in European Journal of Marketing1.72
Abhishek Pathak1
Estimated H-index: 1
(Dund.: University of Dundee),
Carlos Velasco20
Estimated H-index: 20
(BI Norwegian Business School),
Gemma A. Calvert3
Estimated H-index: 3
(NTU: Nanyang Technological University)
Purpose Counterfeiting is a menace in the emerging markets and many successful brands are falling prey to it. Counterfeit brands not only deceive consumers but also fuel a demand for lower priced replicas, both of which can devalue the bona-fide brand. But can consumers accurately identify a counterfeit logo? This paper aims to explore this question and examines the accuracy and speed with which a consumer can identify a counterfeit (vs original) logo. Design/methodology/approach Seven popular b...
Published on Jul 22, 2019in Psychology & Marketing1.88
Abhishek Pathak1
Estimated H-index: 1
(Dund.: University of Dundee),
Carlos Velasco20
Estimated H-index: 20
(BI Norwegian Business School)
+ 1 AuthorsGemma A. Calvert3
Estimated H-index: 3
Published on 2019in Food Quality and Preference3.68
Kosuke Motoki3
Estimated H-index: 3
(Miyagi University),
Toshiki Saito3
Estimated H-index: 3
(Tohoku University)
+ 3 AuthorsMotoaki Sugiura27
Estimated H-index: 27
(Tohoku University)
Abstract Product names can be developed to effectively convey specific sensory attributes to the consumer. Most of previous research on crossmodal correspondences has shown that people selectively associate words (e.g., ‘Maluma’, ‘Takete’) with taste attributes. To provide practical insights for naming new products in the food industry, it is important to obtain a more nuanced understanding concerning those properties of speech sounds (i.e., vowels, consonants) influencing people’s taste expecta...
Published on Jan 1, 2019in Frontiers of Computer Science in China1.13
Marianna Obrist19
Estimated H-index: 19
(University of Sussex),
Yunwen Tu1
Estimated H-index: 1
+ 1 AuthorsCarlos Velasco20
Estimated H-index: 20
(BI Norwegian Business School)
Given the increasing possibilities of short- and long-term space travel to the Moon and Mars, it is essential not only to design nutritious foods but also to make eating an enjoyable experience. To date, though, most research on space food design has emphasized the functional and nutritional aspects of food, and there are no systematic studies that focus on the human experience of eating in space. It is known, however, that food has a multi-dimensional and multisensorial role in societies and th...
Published on May 23, 2019in Journal of Product & Brand Management
Abhishek Pathak1
Estimated H-index: 1
(Dund.: University of Dundee),
Abhishek Pathak (Dund.: University of Dundee)+ 0 AuthorsGemma A. Calvert3
Estimated H-index: 3
(NTU: Nanyang Technological University)
Published on Feb 1, 2019in Journal of Interactive Marketing4.69
Olivia Petit6
Estimated H-index: 6
(KEDGE Business School),
Carlos Velasco20
Estimated H-index: 20
(BI Norwegian Business School),
Charles Spence86
Estimated H-index: 86
(University of Oxford)
People are increasingly purchasing (e.g., food, clothes) and consuming (e.g., movies, courses) online where, traditionally, the sensory interaction has mostly been limited to visual, and to a lesser extent, auditory inputs. However, other sensory interfaces (e.g., including touch screens, together with a range of virtual, and augmented solutions) are increasingly being made available to people to interact online. Moreover, recent progress in the field of human–computer interaction means that onl...
Published on Jan 1, 2019
Olivia Petit6
Estimated H-index: 6
(KEDGE Business School),
Carlos Velasco20
Estimated H-index: 20
(BI Norwegian Business School),
Charles Spence86
Estimated H-index: 86
(University of Oxford)
The recent development of various sensory-enabling technologies (SETs) has attracted the interest of those marketers wishing to enhance the online and in-store multisensory experiences that they offer to customers. Such technologies have also proven relevant to the delivery of more engaging multisensory human-food interactions. However, to date, little work has been conducted on their potential role in the interaction between consumers and product packaging, a key element of branding. In this ch...
Published on Jan 1, 2019
Carlos Velasco20
Estimated H-index: 20
(BI Norwegian Business School),
Charles Spence86
Estimated H-index: 86
(University of Oxford)
Choosing the appropriate typeface and font for use in product packaging is an important part of the design process (or at least it should be). Yet, at the same time, it is also an area that is often neglected in books on packaging. This is particularly surprising given that virtually all packaging incorporates some text (e.g., logotypes, slogans, product information). A growing body of empirical research, however, now demonstrates that typefaces can be used to convey/reinforce specific brand ass...
Published on Jan 1, 2019in Food Quality and Preference3.68
Carlos Velasco20
Estimated H-index: 20
(BI Norwegian Business School),
Carmen Adams2
Estimated H-index: 2
(University of Hasselt)
+ 1 AuthorsCharles Spence86
Estimated H-index: 86
Experiments 1 and 2 were supported by a grant from the Research Foundation - Flanders (grant number 1119717N FWO Vlaanderen). Carlos Velasco would like to thank the Research Funding from the Department of Marketing, BI Norwegian Business School.
Published on Jan 1, 2019
Carlos Velasco20
Estimated H-index: 20
(BI Norwegian Business School),
Charles Spence86
Estimated H-index: 86
(University of Oxford)
The last few years have seen an ongoing increase of interest in multisensory brand analysis and design. However, with the growing opportunity to design for each and every one of the customer’s senses, comes the challenge of knowing how best to conceptualize multisensory design without immediately becoming overwhelmed by the range of possibilities (not to mention potential multisensory stimulus combinations on offer). In this chapter, the various approaches that have been put forward over the yea...
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