Effects of ad music attitude on ad attitude, brand attitude, and purchase intention
Year of publication: |
2023
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Authors: | Raja, Md Washim ; Anand, Sandip ; Allan, David |
Published in: |
Journal of international consumer marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-7068, ZDB-ID 2069279-1. - Vol. 35.2023, 5, p. 486-501
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Subject: | advertising attitude | bootstrap | brand attitude | mediation analysis | Music in advertising | purchase intention | structural equation modeling | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung | Advertising | Musik | Music | Markenimage | Brand image | Strukturgleichungsmodell | Structural equation model | Online-Marketing | Internet marketing | Markenführung | Brand management |
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