search query: @author Erevelles, S. / total: 2
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| Author: | Erevelles, S. |
| Title: | The role of affect in marketing |
| Journal: | Journal of Business Research
1998 : JUL, VOL. 42:3, p. 199-215 |
| Index terms: | MARKETING ROLES RESEARCH |
| Language: | eng |
| Abstract: | There has been growth in the study of the role played by affect in marketing in the past 15 years. The article assesses the current state of knowledge on affect, as it pertains to marketing functions, activities, and strategy. The goal is to provide a broad assessment of the role played by affect in marketing from academic literature. In addition, measurement issues related with the study of affect in marketing are discussed. The article includes a critical analysis of state of knowledge, and from this analysis, several directions for future research in the recommended areas. |
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