TY - JOUR
T1 - The customer journey when purchasing a new mobile phone
T2 - Testing a dual mediation model
AU - Chen, Jengchung Victor
AU - Kyaw, Phyo Linn Nicholas
AU - Ross, William H.
PY - 2008/10
Y1 - 2008/10
N2 - 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.
AB - 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.
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U2 - 10.1057/dddmp.2008.32
DO - 10.1057/dddmp.2008.32
M3 - Article
AN - SCOPUS:84984732393
SN - 1746-0166
VL - 10
SP - 116
EP - 132
JO - Journal of Direct, Data and Digital Marketing Practice
JF - Journal of Direct, Data and Digital Marketing Practice
IS - 2
ER -