The Emperor's old clothes: a rejoinder
Article Abstract:
Roderick White's theories on the role of emotion in consumers' brand choice are criticised. Marketers do not appeal to consumers on an emotional level to differentiate their brands very often, and when they do, such appeals may not have the impact White seems to believe they have. Research methods should be restructured to test White's hypothesis about emotional contract between brands in advertising.
Publication Name: International Journal of Advertising
Subject: Business, international
ISSN: 0265-0487
Year: 1999
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Audience attitudes towards brand (product) placement: Singapore and the United States
Article Abstract:
Research describing the use of brand placement to enhance product memorability in advertising is presented. Particular emphasis is given to the use of audience response patterns in brand placements in Singapore and the United States.
Publication Name: International Journal of Advertising
Subject: Business, international
ISSN: 0265-0487
Year: 2001
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Persuasion: Tacit suggestion versus full-frontal advocacy
Article Abstract:
Explicit advocacy in advertising is compared with more tacit types of persuasion.
Publication Name: International Journal of Advertising
Subject: Business, international
ISSN: 0265-0487
Year: 2000
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