Untangling the Role of Brand Affect and Brand Trust in Marketing Research
Current marketing research suggests that two separate cognitive functions, rational "brand trust" and emotional "brand affect", work independently to influence brand loyalty and in turn, consumer purchasing. Yet, this idea is at off with a growing body of neuroeconomic research,...
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| Format: | Others |
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Scholarship @ Claremont
2015
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| Online Access: | http://scholarship.claremont.edu/cmc_theses/994 http://scholarship.claremont.edu/cgi/viewcontent.cgi?article=2094&context=cmc_theses |