The customer journey when purchasing a new mobile phone: Testing a dual mediation model

Jengchung Victor Chen, Phyo Linn Nicholas Kyaw, William H. Ross

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)

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 languageEnglish
Pages (from-to)116-132
Number of pages17
JournalJournal of Direct, Data and Digital Marketing Practice
Volume10
Issue number2
DOIs
Publication statusPublished - 2008 Oct

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing
  • Management of Technology and Innovation

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