What is the difference between brand equity and customer equity? Does the distinction matter? Is there a difference between the firm's brand asset and customer asset? What are the implications of taking a brand perspective versus a customer perspective when designing and implementing marketing...

To better understand individual variation in emotional responses to advertising, the authors recommend considering three general factors: characteristics of the individual who sees the ad, characteristics of the ad itself, and the nature of the ad/individual interface. This paper examines one...