Brand Relationships: Strengthened by Emotion, Weakened by Attention

By R. Heath, D. Brandt, A. Nairn. Journal of Advertising Research, 2006

164 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/39d92fd02f56a875bb99252ffd7f99ebc88f6719

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Literature and Literary Theory

1. Terry Daugherty

In Marketing

1. Terry Daugherty
2. E. Hoffman

In Sociology and Political Science

1. Terry Daugherty
2. E. Hoffman

Citations in the corpus

• eWOM and the importance of capturing consumer attention within social media (2014, background): “Interestingly, scholars have expressed disagreement regarding whether increased attention to NWOM is ultimately beneficial or harmful to product sales (see Heath, Brandt, and Nairn 2006 for a compelling discussion of this issue).”
• Corporate Branding, Emotional Attachment and Brand Loyalty: The Case of Luxury Fashion Branding (2016, background): “These corporate measures such as advertisements and CSR aim to increase customer’s supposed brand image and brand reputation (Heath, 2006; Sen, S. and Bhattacharaya, C.B., 2001).”
• The Gender Gap (2014, unknown): “Furthermore, this study extends prior research (e.g., Fang, Singh, and Ahluwalia, 2007; Heath, Brandt, and Nairn, 2006) into mere-exposure effects (changes in attitude with little or no stimuli attention/cognition) by specifically focusing on gender differences, largely unexamined in the marketing…”