Brand Relationships: Strengthened by Emotion, Weakened by Attention

This article explores the way in which advertising builds brand relationships. Behavioral research by Watzlawick, Bavelas, and Jackson (1967) suggests it is the emotional not the rational content in communication that drives relationships.

Brand Relationships: Strengthened by Emotion, Weakened by Attention

Robert HeathUniversity of BathDavid BrandtOTX ResearchAgnes NairnEM Lyon

INTRODUCTION

The historian Terrence Nevett is quoted as saying that the role of advertising from its earliest days...