February 1, 1986

Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation

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Abstract

C. Whan Park, S. Mark Young, Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation, Journal of Marketing Research, Vol. 23, No. 1 (Feb., 1986), pp. 11-24

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Cite This Study

Park et al. (Sat,) studied this question.

synapsesocial.com/papers/6a19983d407564563bf64b47 https://doi.org/https://doi.org/10.2307/3151772