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Cognition and emotion : exploration on consumers response to advertisement and brand

Cognition and emotion are known to be drivers of information and message processing, leading to attitude formation. This research hypothesises that emotion, specifically intense positive mood, would elicit better ad and brand evaluations. This paper examined the role of the Associative Network Theor...

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Bibliographic Details
Main Authors:	Hafizah Omar Zaki, Yusniza Kamarulzaman, Mozard Mohtar
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2021
Online Access:	http://journalarticle.ukm.my/18447/ http://journalarticle.ukm.my/18447/1/46031-174572-1-PB.pdf

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