haku: @indexterm ADVERTISING / yhteensä: 1883
viite: 258 / 1883
| Tekijä: | Pawle, J. Cooper, P. |
| Otsikko: | Measuring emotion - lovemarks, the future beyond brands |
| Lehti: | Journal of Advertising Research
2006 : MAR, VOL. 46:1, p. 38-48 |
| Asiasana: | brands advertising emotions consumers |
| Kieli: | eng |
| Tiivistelmä: | The objective of this article is to review how emotions interact with and influence rational processes and which are more important in brand communication and advertising. The importance of emotion in consumer-brand relationship is established and how to measure emotion based upon Lovemark theory is showed by using case studies. |
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