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

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.