Affiliation:
1. The Fuqua School of Business, Duke University.
Abstract
The authors examine the relationships among feelings generated by new television ads for unfamiliar products, judgments of the ads’ characteristics, brand attribute evaluations, attitude toward the ad, and attitude toward the brand in a simultaneous equation model. Feelings affect attitude toward the ad and attitude toward the brand directly and indirectly. The particular effects of three different dimensions of feelings—upbeat, warm, and negative—are identified. The results are robust to multiple viewings of the ad, different measurement delay periods, and the particular ad seen.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
148 articles.
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