Emotional advertising: Revisiting the role of product category

Hedonic Consumption: Emerging Concepts, Methods and Propositions

Elizabeth C. Hirschman, Morris B. Holbrook · Journal of Marketing · 1982 · 4.5K citations

Business, Marketing, Marketing Management +13

Strategic Brand Management: Building, Measuring, and Managing Brand Equity.

Journal of Consumer Marketing · 2000 · 3.3K citations

Business, Marketing, Marketing Management +14

Heart and Mind in Conflict: the Interplay of Affect and Cognition in Consumer Decision Making

Baba Shiv, Alexander Fedorikhin · Journal of Consumer Research · 1999 · 2K citations

Social Sciences, Marketing, Psychology +17

The effects of utilitarian and hedonic online shopping value on consumer preference and intentions

Jeffrey W. Overby, Eun‐Ju Lee · Journal of Business Research · 2006 · 1.1K citations

Business, Marketing, Marketing Management +14

Antecedents and Consequences of Attitude Toward the Ad: A Meta-Analysis

Steven P. Brown, Douglas M. Stayman · Journal of Consumer Research · 1992 · 1K citations

Business, Marketing, Psychology +17