emotion – Jurnal Pengurusan

Old School vs Latest Trend – Tracking the Changes in Product Positioning Dimension: A Systematic Literature Review

On: January 31, 2023

Current market situation has changed tremendously in terms of product innovation and technological advancement, which directly affects the firm’s positioning strategy. This systematic literature review paper aims to discover the changes in product positioning dimensions that contributes to the latest product positioning strategy. This study attempts to pair and matchContinue Reading

Cognition and Emotion: Exploration on Consumers Response to Advertisement and Brand

By: khairul23

On: October 7, 2022

Cognition and emotion are known to be drivers of information and message processing, leading to attitude formation. This research hypothesises that emotion, specifically intense positive mood, would elicit better ad and brand evaluations. This paper examined the role of the Associative Network Theory of Memory and Emotion (ANTME) within theContinue Reading