Product involvement versus product motives as moderators of the effects of ad-evoked feelings: An analysis of consumer responses to 1,100 TV commercials
Geuens, Maggie Tuan Pham, Michel De Pelsmacker, Patrick
Geuens, Maggie
Tuan Pham, Michel
De Pelsmacker, Patrick
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Publication Type
Conference Proceeding
Editor
Supervisor
Publication Year
2011
Journal
Book
Advances in Consumer Research
Publication Volume
Publication Issue
Publication Begin page
621
Publication End page
622
Publication NUmber of pages
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Abstract
Research Projects
Organizational Units
Journal Issue
Keywords
Product Involvement