Brand Relationships: Strengthened by Emotion, Weakened by Attention - This article provides empirical evidence that it is not the message in advertising that drives brand relationships, but the emotional content. Since emotion is weakened by attention, this implies that advertising designed to enhance brand relationships might be more effective if less attention is paid to it.
Year of publication: |
2006
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Authors: | Heath, Robert ; Brandt, David ; Nairn, Agnes |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 46.2006, 4, p. 410-419
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