Detalhes bibliográficos
| Resumo: | This dissertation is an investigation of different factors that affect advertising performance. Chapter 1 introduces the importance of studying advertising effectiveness by exploring its production and dissemination. Chapter 2 examines how brand attitudes of advertising creatives (hereinafter “creatives”) change the type of executional elements they choose to include in their advertisements. Chapter 3 extends Chapter 2 by exploring how advertising creatives’ brand attitudes alter their ability to forecast the extent to which consumers will like their work. Chapter 4 focuses on the impact of discrete contextual emotions on the memorability of subsequent advertisements. Chapter 5 summarizes the findings of each chapter and highlights theoretical and practical contributions. |
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| Autores principais: | Alves, Cátia Sofia Carvalheiro |
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| Assunto: | Consumer behavior Advertising Emotions |
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| Ano: | 2021 |
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| País: | Portugal |
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| Tipo de documento: | tese de doutoramento |
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| Tipo de acesso: | acesso aberto |
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| Instituição associada: | Universidade Nova de Lisboa |
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| Idioma: | inglês |
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| Origem: | Repositório Institucional da UNL |
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