Empathetic responses to advertising: Testing a network of antecedents and consequences

Marketing Letters

Volumn 19, Issue 2, 2008, Pages 79-92

  Mooradian, Todd A ^a   Matzler, Kurt ^b   Szykman, Lisa ^a  

^a The College of William Mary Mason School of Business Department of Finance   (United States)

^b UNIVERSITY OF INNSBRUCK   (Austria)

Author keywords

Ad evoked emotions; Advertising effects; Empathy; Personality; Vividness

Indexed keywords

EID: 84895905563     PISSN: 09230645     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11002-008-9032-7     Document Type: Article

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