Effects of Violence and Brand Familiarity on Responses to Television Commercials
Fuyuan Shen The Pennsylvania State University
INTRODUCTION
All TV advertising messages appear in programming or editorial contexts. Advertising researchers...
Effects of Violence and Brand Familiarity on Responses to Television Commercials
This study investigated the effects of violence and brand familiarity on an individual's responses towards television commercials measured in terms of memory, brand attitude and purchase intention.
