Emotional Engagement: How Television Builds Big Brands At Low Attention

By R. Heath. Journal of Advertising Research, 2009

123 citations recorded by the source corpus.

Subfields: Education, Management Science and Operations Research, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/fa1da3e705795d415fefa1444f1d5747383f9d03

How researchers see this paper

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

In Sociology and Political Science

1. R. Bilro
2. João Guerreiro
3. Sandra Maria Correia Loureiro

Citations in the corpus

• Exploring online customer engagement with hospitality products and its relationship with involvement, emotional states, experience and brand advocacy (2019, background): “Heath (2009) shows that strong brands may be built via emotional creativity rather than using only rational messages.”
• Introducing the PCMC Model: An Investigative Framework for Young People's Processing of Commercialized Media Content (2010, unknown): “It has been argued that current marketing practices, particularly those aimed at children, rely heavily on this type of processing, due to their increased focus on emotion- and entertainment-based strategies rather than information and rational argumentation (Heath, 2009; Livingstone & Helsper, 2006”