Abstract
The aim of this paper is to create a new conceptual model for the automotive industry. The proposed model will bring novelty because it offers insights for how to integrate aesthetics into your marketing strategy; accordingly, gaining a competitive advantage and creating a successful tool for helping the customers decide for a particular type of car. It shows how the aesthetics can influence consumer's buying decision regarding cars. In comparison with other models it integrates new features, groups the implications of the processing into a global factor and customizes it all for the automotive industry .
| Original language | English |
|---|---|
| Pages (from-to) | 25-38 |
| Number of pages | 14 |
| Journal | Revista Română de Marketing |
| Volume | 10 |
| Issue number | 4 |
| Publication status | Published - 2015 |
Keywords
- aesthetic of a car
- aesthetics
- automotive industry
- consumer's buying decision