Teng, Lefa; Laroche, Michel; Zhu, Huihuang - In: Journal of Consumer Marketing 24 (2007) 1, pp. 27-35
Purpose – The purpose of this research is to show how the dual mediation model has been used to explain consumer responses toward an ad and a brand. This study attempts to incorporate ad affect and competition into the framework and examine the effects of advertising on consumers' attitudes...
