Michel Tuan Pham

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

Coauthor(s): Maggie Geuens, Patrick De Pelsmaker.
Source: Working paper
Exact Citation:
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

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