Michel Tuan Pham
The Influence of Ad-Evoked Feelings on Brand Evaluations: Empirical Generalizations from Consumer Responses to More Than 1,000 TV CommercialsCoauthor(s): Maggie Geuens, Patrick De Pelsmaker.
Source: Working paper
Pham, Michel Tuan, Maggie Geuens, and Patrick De Pelsmaker. "Revisiting the Effects of Ad-Evoked Feelings on Brand Evaluations after 25 Years: An Analysis of Consumer Responses to 1,100 TV Commercials." Working paper, Columbia Business School, February 4, 2011.
Date: 4 2 2011