Measuring advertising effectiveness through inter modulation of affect and cognition

Indian Journal of Marketing

Volumn 45, Issue 3, 2015, Pages 24-38

  Singh, Sandeep ^a   Sapre, Anand ^b  

^a ACROPOLIS INSTITUTE OF TECHNOLOGY AND RESEARCH   (India)

^b DEVI AHILYA UNIVERSITY   (India)

Author keywords

Affect; Attitude; Cognition; Involvement; Schema

Indexed keywords

EID: 84925013315     PISSN: 09738703     EISSN: None     Source Type: Journal    
DOI: 10.17010/ijom/2015/v45/i3/79965     Document Type: Article

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