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Carlos Velasco
BI Norwegian Business School
96Publications
21H-index
1,378Citations
Publications 93
Newest
#1Abhishek PathakH-Index: 1
#2Carlos Velasco (University of Oxford)H-Index: 21
Last.Gemma Anne Calvert (NTU: Nanyang Technological University)H-Index: 2
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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...
Source
#1Abhishek Pathak (Dund.: University of Dundee)H-Index: 1
#2Carlos Velasco (BI Norwegian Business School)H-Index: 21
Last.Gemma Anne Calvert (NTU: Nanyang Technological University)H-Index: 2
view all 4 authors...
Source
#1Marianna Obrist (University of Sussex)H-Index: 21
#2Yunwen TuH-Index: 1
Last.Carlos Velasco (BI Norwegian Business School)H-Index: 21
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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...
1 CitationsSource
#1Abhishek Pathak (Dund.: University of Dundee)H-Index: 1
#2Carlos Velasco (BI Norwegian Business School)H-Index: 21
Last.Gemma Anne Calvert (NTU: Nanyang Technological University)H-Index: 2
view all 3 authors...
Source
#1Olivia Petit (KEDGE Business School)H-Index: 8
#2Carlos Velasco (BI Norwegian Business School)H-Index: 21
Last.Charles Spence (University of Oxford)H-Index: 89
view all 3 authors...
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...
7 CitationsSource
#1Olivia Petit (KEDGE Business School)H-Index: 8
#2Carlos Velasco (BI Norwegian Business School)H-Index: 21
Last.Charles Spence (University of Oxford)H-Index: 89
view all 3 authors...
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...
2 CitationsSource
#1Carlos Velasco (BI Norwegian Business School)H-Index: 21
#2Charles Spence (University of Oxford)H-Index: 89
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...
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#1Carlos Velasco (BI Norwegian Business School)H-Index: 21
#2Carmen Adams (University of Hasselt)H-Index: 2
Last.Charles SpenceH-Index: 89
view all 4 authors...
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.
5 CitationsSource
#1Carlos Velasco (BI Norwegian Business School)H-Index: 21
#2Charles Spence (University of Oxford)H-Index: 89
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...
Source
#1Carlos Velasco (BI Norwegian Business School)H-Index: 21
#2Charles Spence (University of Oxford)H-Index: 89
Packaging provides the means of protecting, transporting, and conserving the product that happens to be contained within. Nowadays, packaging also constitutes a powerful brand element, one that can be used to convey information, create value, persuade the consumer, modulate their behaviour. In this chapter, we introduce the topic and present packaging as a multisensory device capable of transforming the consumer's experience. We highlight the growing interest from both academic researchers and m...
1 CitationsSource
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