Work

Brand Placement in Emotional Scenes: Excitation Transfer or Direct Affect Transfer?

Year: 2018

Type: article

Source: Journal of Current Issues & Research in Advertising

DOI: 10.1080/10641734.2018.1428252

Authors: Talé A. Mitchell, Michelle R. Nelson

Institutions: James Madison University, University of Illinois Urbana-Champaign

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

Funder: University of Illinois at Urbana-Champaign

OpenAlex ID: W2796229653

FWCI: 1.789

Cites: 84

Cited by: 21

Related to: 10