This article tests the relevance of a cognitive route and an affective route for print media brands and measures the impact of brand personality and emotions aroused during the reading of such media on trust, attachment, and commitment. Results point out that brand personality influences key cognitive relational concepts whereas emotions essentially influence attachment and affective commitment.
CITATION STYLE
Valette-Florence, R., Becheur, I., & Valette-Florence, P. (2015). Measuring the Cognitive and Emotional Relationships Between Readers and Print Media Brands. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 431–434). Springer Nature. https://doi.org/10.1007/978-3-319-10873-5_255
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