Roozen, Irene; Claeys, Christel - Faculteit Economie en Bedrijfswetenschappen, … - 2009
This study investigates the impact of emotions, both ad- and context-evoked, on the effectiveness of commercials for non-profit vs. profit brands. Effectiveness is made operational by rational measures, recall and recognition, and by emotional measures, ad likeability and brand attitude. Four...