haku: @author Zambardino, A. / yhteensä: 1
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| Tekijä: | Zambardino, A. Goodfellow, J. |
| Otsikko: | Being 'affective' in branding? |
| Lehti: | Journal of Marketing Management
2007 : FEB, VOL. 23:1-2, p. 27-37 |
| Asiasana: | brands emotions measurement advertising decision making |
| Kieli: | eng |
| Tiivistelmä: | The paper examines the role of emotions in advertising and brand building and the implications this has for measurement. The paper discusses the cognitive nature of measurement and alternative measuring techniques. |
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