haku: @author Chapman Burke, M. / yhteensä: 1
viite: 1 / 1
« edellinen | seuraava »
| Tekijä: | Chapman Burke, M. Edell, J. A. |
| Otsikko: | The impact of feelings on ad-based affect and cognition. |
| Lehti: | Journal of Marketing Research
1989 : FEB, VOL. 26:1, p. 69-83 |
| Asiasana: | ADVERTISING EFFECTIVENESS CONSUMER ATTITUDES |
| Kieli: | eng |
| Tiivistelmä: | The relationship among feelings generated by a new TV ad, judgements of the ad's characteristics, brand attribute evaluations are examined in the context of a model that allows feelings to influence brand in several distinct ways. The particular effects of three different feeling dimensions - upbeat, warm, and negative - are identified. |
« edellinen | seuraava »
SCIMA