mixed material bibliography USA Taylor & Francis 2014

p. 607 - 627 Brand experience may contribute more to promotional efficacy than concepts such as brand personality/associations/equity/value/attitudes. Yet, little is known about whether managed advertising efforts might evoke more desirable brand experiences and promotional outcomes as a consequence of consumers’ brand experiences. This study examines antecedents and consequences that may be associated with brand experiences. Attitude toward brand name, connectedness to celebrity endorser, message fit, and visual imaging were investigated as antecedents. Brand attitude and brand distinctiveness were examined as consequences. The resulting insights add managerial rigor to advertising processes that currently are often managed more by gut than by reason. <br> 10496491 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen 46567 2016-02-23 00:00:00 2018-07-09 00:00:00 machine generated