Food metaphor in advertising of non-food brands: Towards a conceptual model of the impact on consumer affective responses

Othman Boujena, Isabelle Ulrich, Yolande Piris () and Laetitia Chicheportiche
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Othman Boujena: Pôle Customer, Retail and Supply Chain - Rouen Business School - Rouen Business School
Isabelle Ulrich: Pôle Markets, Brands & Experiences - Rouen Business School - Rouen Business School
Yolande Piris: LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris]

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Date: 2017-05-23
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Published in EMAC, May 2017, Groningen, Netherlands

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02386439

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