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Keywords: Cognitive
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Journal Articles
Effects of varying involvement level within a television program on recall of cognitive versus affective advertisement
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2017) 34 (4): 338–348.
Published: 12 June 2017
...Mayank Jyotsna Soni Purpose This study aims to explore how different involvement levels within a single television program influence recall of cognitive vs affective advertisements aired during that television program. Design/methodology/approach Two studies of 2 (program involvement: high vs...
Journal Articles
Antecedents and moderators of brand trust in the context of baby care toiletries
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2015) 32 (5): 328–340.
Published: 10 August 2015
...Dr Linda L. Price, Prof. Rajiv Vaidyanathan; Neha Srivastava; Satya Bhushan Dash; Amit Mookerjee Purpose – This paper aims to empirically examine the distinct antecedents of cognitive and affective brand trust in the context of baby care toiletry brands. Further, the moderating role...
