| Author: | Machleit, K. Allen, C. Madden, T. |
| Title: | The mature brand and brand interest: an alternative consequence of ad-evoked affect |
| Journal: | Journal of Marketing
1993 : OCT, VOL. 57:4, p. 72-82 |
| Index terms: | BRANDS MEASUREMENT MARKETING |
| Language: | eng |
| Abstract: | The authors propose that for mature brands, ad-evoked affect will not have a strong influence on brand attitude; they formulate brand interest, a new construct, as a more relevant consequence of ad-evoked affect. They present empirical evidence to support their theory regarding the consequences of ad-evoked affect for mature brands. The data presented in the article demonstrate that the brand attitude and the brand interest measures are not providing redundant information. |
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