Patrick De Pelsmacker

University of Antwerp

SCHOLARLY PAPERS

1

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Scholarly Papers (1)

1.

The Influence of Ad-Evoked Feelings on Brand Evaluations: Empirical Generalizations from Consumer Responses to More than 1,000 TV Commercials

International Journal of Research in Marketing, Forthcoming, Columbia Business School Research Paper No. 13-23
Number of pages: 43 Posted: 24 Apr 2013
Michel Tuan Pham, Maggie Geuens and Patrick De Pelsmacker
Columbia University - Columbia Business School, Ghent University - Department of Marketing, Innovation and Organisation and University of Antwerp
Downloads 185 (334,029)
Citation 1

Abstract:

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advertising, emotions, feelings, involvement, motivation, empirical generalizations