THE MATURE BRAND AND BRAND INTEREST - AN ALTERNATIVE CONSEQUENCE OF AD-EVOKED AFFECT

被引：129

作者：

MACHLEIT, KA ^{[1
]}

ALLEN, CT ^{[1
]}

MADDEN, TJ ^{[1
]}

机构：

[1] UNIV S CAROLINA,COLUMBIA,SC 29208

来源：

JOURNAL OF MARKETING | 1993年 / 57卷 / 04期

关键词：

D O I：

10.2307/1252220

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The authors propose that for mature brands, ad-evoked affect will not have a strong influence on brand attitude; they formulate brand interest, a new construct, as a more relevant consequence of ad-evoked affect. They present empirical evidence to support their theory regarding the consequences of ad-evoked affect for mature brands.

引用

页码：72 / 82

页数：11

共 53 条

[1] A CLOSER LOOK AT CLASSICAL-CONDITIONING [J].