The influence of ad-evoked feelings on brand evaluations : empirical generalizations from consumer responses to more than 1000 TV commercials
Michel Tuan Pham; Maggie Geuens; Patrick De Pelsmacker
| Year of publication: |
2013
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|---|---|
| Authors: | Pham, Michel T. ; Geuens, Maggie ; Pelsmacker, Patrick de |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 30.2013, 4, p. 383-394
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| Subject: | Advertising | Emotions | Feelings | Involvement | Motivation | Empirical generalizations | Emotion | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung | Markenimage | Brand image | Empirische Methode | Empirical method | Markenführung | Brand management |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010223386