Do Pleasant Emotional Ads Make Consumers Like Your Brand More?

The article discusses whether emotional advertisement make consumer like a brand more. An overview about why advertisement-evoked feelings make brands likable is provided. The authors talk about a study of 1,070 Belgian television commercial which claimed that the effect of evoked feelings on brand attitudes was both direct and indirect. Also suggested is the use of positive emotions in advertising to promote the brand.

Publication: 
GfK-Marketing Intelligence Review
Author: 
Geuens, Maggie; De Pelsmacker, Patrick
Document Type: 
Research
Paywall: 
Free

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