Storme, Martin; Myszkowski, Nils; Davila, Andres; … - In: Journal of Consumer Marketing 32 (2015) 6, pp. 432-440
Purpose – This paper aims to investigate the role of attention, processing motivation and processing depth in the … attitude toward the advertisement (through attention and processing depth), attitude toward the brand (through processing depth …) and purchase intentions (through processing depth). Research limitations/implications – The results emphasize the role of …
