Brand Relationships: Strengthened by Emotion, Weakened by Attention
Robert Heath, David Brandt, and Agnes Nairn
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 LyonINTRODUCTION
The historian Terrence Nevett is quoted as saying that the role of advertising from its earliest days...
