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The influence of ad-evoked feelings on brand evaluations : empirical generalizations from consumer responses to more than 1000 TV commercials
Pham, Michel T.; Geuens, Maggie; Pelsmacker, Patrick de - In: International journal of research in marketing : IJRM ; … 30 (2013) 4, pp. 383-394
Persistent link: https://www.econbiz.de/10010223386
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The Influence of Ad-Evoked Feelings on Brand Evaluations : Empirical Generalizations from Consumer Responses to More than 1,000 TV Commercials
Pham, Michel Tuan; Geuens, Maggie; De Pelsmacker, Patrick - 2013
It has been observed that ad-evoked feelings exert a positive influence on brand attitudes. To investigate the empirical generalizability of this phenomenon, we analyzed the responses of 1,576 consumers to 1,070 TV commercials from more than 150 different product categories. The findings suggest...
Persistent link: https://www.econbiz.de/10014158610