Emotional Responses: A New Paradigm in Communication Research

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

Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-review


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.
Original languageEnglish
Title of host publicationCross-Cultural Buyer Behavior
EditorsCharles R. Taylor, Doo-Hee Lee
Number of pages22
Place of PublicationBingley
PublisherEmerald Group Publishing
Publication date2007
ISBN (Print)9780762314126
ISBN (Electronic)9781849504850
Publication statusPublished - 2007
SeriesAdvances in International Marketing

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