Chien, Charles S; Wang, Wan-Chen; Moutinho, Luiz; … - In: Portuguese Journal of Management Studies XII (2007) 2, pp. 115-132
How brand slogans can influence and change the consumers’ perception of image of products has been a topic of great interest to marketers. However, it is a non-trivial task to evaluate how brand slogans affect their customers’ emotions and how the emotions influence the customers’...