Abstract
Manufacturers and wireless carriers who market cellular telephones seek to shape consumer purchase intentions through advertising. The present paper builds upon previous research to test a Dual Mediation Model (DMM) of advertising that incorporates cognitions, affect, attitudes toward the advertisement and attitudes toward the brand as these influence consumers' purchase intentions. A field study investigating university students' intentions to purchase a cellular telephone is used to test the model with structural equations. The results indicate strong support for the DMM.
Original language | English |
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Pages (from-to) | 116-132 |
Number of pages | 17 |
Journal | Journal of Direct, Data and Digital Marketing Practice |
Volume | 10 |
Issue number | 2 |
DOIs | |
Publication status | Published - 2008 Oct |
All Science Journal Classification (ASJC) codes
- Business and International Management
- Marketing
- Management of Technology and Innovation