The effects of ad heuristic and systematic cues on consumer brand awareness and purchase intention : investigating the bias effect of heuristic information processing
Yingsi Tan, Shuang Geng, Sotaro Katsumata, Xiaojun Xiong
| Year of publication: |
2021
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|---|---|
| Authors: | Tan, Yingsi ; Geng, Shuang ; Katsumata, Sotaro ; Xiong, Xiaojun |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 63.2021, p. 1-8
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| Subject: | Brand awareness | Heuristic-systematic model | Poster category | Purchase intention | Social media advertising | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenimage | Brand image | Social Web | Social web | Markenartikel | Brand | Kaufentscheidung | Purchase decision | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2021.102696 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012665878