The Mature Brand and Brand Interest: An Alternative Consequence of Ad-Evoked Affect

1993/10/01 by Karen A. Machleit, Chris T. Allen, Thomas J. Madden · 2 citations
Business, Management and Accounting · Psychology · Social Sciences · #Consumer Behavior in Brand Consumption and Identification #Creativity in Education and Neuroscience #Digital Marketing and Social Media

paper · doi:10.1177/002224299305700406

Abstract

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.

Citations

• A Paradigm for Developing Better Measures of Marketing Constructs

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