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Search Results for Author 'De Pelsmacker, Patrick':

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How Advert-Evoked Feelings Sway Attitudes to Brands

Idea posted: April 2014

Institutions: Columbia Business School    Ghent University    University of Antwerp   

Authors:

Previous academic studies have connected how people feel about an ad to how they feel about the brand, but the validity of these results in the real world marketplace was…

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