Affect and Attitudes in Advertising: The Impact of Brand Name and Product Class Placement
Book Section (Chapter)
This volume explores the complex relationship between emotion and advertising. The chapters include both theoretical and empirical contributions representing a broad spectrum of approaches and techniques.
Duke Authors
Cited Authors
- Edell, JA; Anderson, HH
Published Date
- January 1, 1990
Book Title
- Emotion in Advertising Theoretical and Practical Explorations