Advertising effects on brand search and preference: assessing the mediational role of Aad and Ab
Most advertising research has focussed at examining effects of advertising on attitudinal responses or brand preference and choice. However, in a natural environment, the time period between advertising exposure and purchase decision is filled with prepurchase search. Prepurchase external search ref...
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| Format: | Others |
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FIU Digital Commons
1997
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| Online Access: | http://digitalcommons.fiu.edu/etd/3093 http://digitalcommons.fiu.edu/cgi/viewcontent.cgi?article=4385&context=etd |