Emotional Responses: A New Paradigm in Communication Research

Flemming Hansen, Sverre Riis Christensen, Steen Lundsteen, Larry Percy

Publikation: Bidrag til bog/antologi/rapportBidrag til bog/antologiForskningpeer review

Abstrakt

Recent neurological research has pointed to the importance of fundamental emotional processes for most kinds of human behaviour. Measures of emotional response tendencies towards brands seem to reveal intangible aspects of brand equity, particularly in a marketing context. In this paper a procedure for estimating such emotional brand equity is presented and findings from two successive studies of more than 100 brands are reported. It demonstrates how changes that occur between two years are explainable in terms of factors identifiable in the markets, and that the measures otherwise are stable over time. Also, it is shown that the measurement procedure is extremely robust.
OriginalsprogEngelsk
TitelCross-Cultural Buyer Behavior
RedaktørerCharles R. Taylor, Doo-Hee Lee
Antal sider22
UdgivelsesstedBingley
ForlagEmerald Group Publishing
Publikationsdato2007
Sider93-114
ISBN (Trykt)9780762314126
ISBN (Elektronisk)9781849504850
DOI
StatusUdgivet - 2007
NavnAdvances in International Marketing
Vol/bind18
ISSN1474-7979

Emneord

  • Branding
  • Neuropsykologi
  • Emotioner

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