Effects of competition on consumer decision making : matching advertising to culture
The dual mediation model suggests that in addition to a direct effect, ad attitude (Aad) also has an indirect influence on brand attitude (Ab) through brand cognition (Cb). As well, brand attitude (Ab) influences purchase intention (PI). However, the model fails to take ad affect (AFFad) and confide...
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2003
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| Online Access: | http://spectrum.library.concordia.ca/1999/1/NQ78630.pdf Teng, Lefa <http://spectrum.library.concordia.ca/view/creators/Teng=3ALefa=3A=3A.html> (2003) Effects of competition on consumer decision making : matching advertising to culture. PhD thesis, Concordia University. |