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Research papers

Emotional responses to brands and product categories

Emotions are associated with everything we experience, including communication, purchase and consumption related to brands.Emotions are unconscious underlying elementary processes, to be distinguished from feelings. Emotions can be observed as...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Flemming Hansen, Larry Percy, Rolf Randrup
September 19, 2004
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Citation

Hansen, Percy and Randrup (2004a, September 19). Emotional responses to brands and product categories. ANA - ESOMAR. Retrieved May 08, 2024, from


https://ana.esomar.org/documents/emotional-responses-to-brands-and-product-categories