Influence of attitude towards advertisement on purchase intention : exploring the mediating role of attitude towards brand using SEM approach
S.K. Kaushal and Rakesh Kumar
| Year of publication: |
November 2016
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|---|---|
| Authors: | Kaushal, S. K. ; Kumar, Rakesh |
| Published in: |
The IUP journal of marketing management : IJMM. - Hyderabad : IUP Publ., ISSN 0972-6845, ZDB-ID 2615477-8. - Vol. 15.2016, 4, p. 44-59
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| Subject: | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenimage | Brand image | Werbung | Advertising | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011635739