TY - JOUR
AU - Madden, Thomas J.
AB - 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.
TI - The Mature Brand and Brand Interest: An Alternative Consequence of Ad-Evoked Affect
JF - Journal of Marketing
DO - 10.1177/002224299305700406
DA - 1993-10-01
UR - https://www.deepdyve.com/lp/sage/the-mature-brand-and-brand-interest-an-alternative-consequence-of-ad-sCGBHwHVsY
SP - 72
EP - 82
VL - 57
IS - 4
DP - DeepDyve
ER -