The influence of ad-evoked feelings on brand evaluations: Empirical generalizations from consumer responses to more than 1000 TV commercials

International Journal of Research in Marketing

Volumn 30, Issue 4, 2013, Pages 383-394

  Pham, Michel Tuan ^a   Geuens, Maggie ^b,c   De Pelsmacker, Patrick ^b,d  

^a Graduate School of Business ^*  (United States)

^b GHENT UNIVERSITY   (Belgium)

^c VLERICK BUSINESS SCHOOL   (Belgium)

^d UNIVERSITY OF ANTWERP   (Belgium)

Author keywords

Advertising; Emotions; Empirical generalizations; Feelings; Involvement; Motivation

Indexed keywords

EID: 84886376501     PISSN: 01678116     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ijresmar.2013.04.004     Document Type: Article

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