The surprise effect of ambient ad on the path leading to purchase : testing the role of attitude toward the brand
Year of publication: |
2020
|
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Authors: | Ozer, Serhat ; Oyman, Mine ; Ugurhan, Y. Zafer Can |
Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 26.2020, 6, p. 615-635
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Subject: | Ambient advertising | perceived surprise | attention toward advertising | attitude toward advertising | attitude toward brand | purchase intention | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung | Advertising | Markenimage | Brand image | Markenführung | Brand management |
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