Construct · 1 fields · 1 citations

brand affect: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed

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Marketing

a brand's potential to elicit a positive emotional response in the average consumer through its use.

In marketing, brand affect refers to a brand's potential to elicit a positive emotional response in the average consumer through its use. This meaning comes from Chaudhuri (2001) in Journal of Marketing.[1]

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Nearby constructs

brand trust1 fields · 1 citationsanchor · a standalone construct affect4 fields · 5 citationsjingle · one word, several feeling constructs brand-specific associations1 fields · 1 citationsanchor · a standalone construct

References

Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93. https://doi.org/10.1509/jmkg.65.2.81.18255

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