Emotional Feelings and Attitude toward the Advertisement: The Roles of Brand Familarity and Repetition

Abstract The effects of emotional feelings during advertisement exposure and the effects of attitude toward the advertisement (Aad) are considered in an experiment which used both familiar and unfamiliar brands. The findings illustrate that brand familiarity moderates the relationships between Aad and brand attitude after advertisement exposure. In addition, the research provides evidence that the direct-affect-transfer hypothesis may be an adequate explanation for the effects of emotional feelings and Aad on brand attitude in some situations.

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