Does emotional appeal work in advertising? : the rationality behind using emotional appeal to create favorable brand attitude
Year of publication: |
2013
|
---|---|
Authors: | Panda, Tapan K. ; Panda, Tapas K. ; Mishra, Kamalesh |
Published in: |
The IUP journal of brand management : IJBRM. - Hyderabad : IUP Publ., ZDB-ID 2576844-X. - Vol. 10.2013, 2, p. 7-23
|
Subject: | Emotion | Werbewirkung | Advertising effects | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image |
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