search query: @author Heath, R. / total: 10
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| Author: | Heath, R. Brandt, D. Nairn, A. |
| Title: | Brand relationships: strengthened by emotion, weakened by attention |
| Journal: | Journal of Advertising Research
2006 : DEC, VOL. 46:4, p. 410-419 |
| Index terms: | advertising emotions |
| Freeterms: | brand relationship |
| Language: | eng |
| Abstract: | This study explores how advertising builds brand relationships. The article provides empirical evidence that is it the emotional content in advertising that drives brand relationships, not the message. As 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. |
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