The effects of positive and negative ad-evoked associations on brand attitude

Asia Pacific Journal of Marketing and Logistics

Volumn 21, Issue 4, 2009, Pages 507-520

  Praxmarer, Sandra ^a   Gierl, Heribert ^b  

^a UNIVERSITY OF WOLLONGONG   (Australia)

^b UNIVERSITY OF AUGSBURG   (Germany)

Author keywords

Advertising; Brands; Cognition; Consumer behaviour; Memory; Nostalgia

Indexed keywords

EID: 84986116822     PISSN: 13555855     EISSN: 17584248     Source Type: Journal    
DOI: 10.1108/13555850910997562     Document Type: Article

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