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Emotional advertising: Revisiting the role of product category · Study

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ArticleEmotional advertising: Revisiting the role of product category

Maggie Geuens2010

Article2010

Emotional advertising: Revisiting the role of product category

Maggie Geuens · Patrick De Pelsmacker · Tine Faseur

147 citations·0/0 files stored·Journal of Business Research

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

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References

1982Hedonic Consumption: Emerging Concepts, Methods and Propositions 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1995Mood and judgment: The affect infusion model (AIM).2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.1999Heart and Mind in Conflict: the Interplay of Affect and Cognition in Consumer Decision Making 2006The effects of utilitarian and hedonic online shopping value on consumer preference and intentions 1992Antecedents and Consequences of Attitude Toward the Ad: A Meta-Analysis 2004Emotions in consumer behavior: a hierarchical approach

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2020The Enhancing Versus Backfiring Effects of Positive Emotion in Consumer Reviews 2015Different Impacts of Advertising Appeals on Advertising Attitude for High and Low Involvement Products 2019The customer experience – loyalty link: moderating role of motivation orientation 2013A note on the role of cause type in cause-related marketing 2017How to Implement Informational and Emotional Appeals in Print Advertisements

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Year2010

Typearticle

Published2010-03-21

VenueJournal of Business Research

ISSN-L0148-2963

Languageen

Citations147

Files0 public / 0

ShelfMarketing and Advertising Strategies

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doi10.1016/j.jbusres.2010.03.001

openalex_workW2034654086

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2020Discovering the Role of Emotional and Rational Appeals and Hidden Heterogeneity of Consumers in Advertising Copies for Sustainable Marketing

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2013Consumer response to green advertising: the influence of product involvement