Emotional Advertising and Brand Loyalty: Exploring Brand Recall as a Mediator

Purpose – The objective of this study is to determine the impact of emotional advertising (EA) on brand loyalty (BL) with the mediating impact of brand recall (BR). Based on the Affective Response Theory and the Attention, Interest, Desire, and Action (AIDA) model, the study examines consumer memory...

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Principais autores:	K J Vinodini, Sandhiya Karunakaran
格式:	Artigo
语言:	Inglês
出版:	Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) 2026-01-01
丛编:	Tržište
主题:	emotional advertising brand recall brand loyalty affective response theory AIDA model consumer behavior
在线阅读:	https://hrcak.srce.hr/file/503319
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