Elucidating the role of consumer decision making style on consumers’ purchase intention: The mediating role of emotional advertising using PLS-SEM

The whole purpose of the present research was to advance the comprehension of the mediating effect of emotional advertising on consumer decision-making style and purchase intention. A conceptual framework showing linkages among variables, based on past literature was made which is tested with Partia...

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Hlavní autoři:	Priyanka Garg, Rohit Raj, Vimal Kumar, Sumanjeet Singh, Saloni Pahuja, Neeraj Sehrawat
Médium:	Artigo
Jazyk:	Inglês
Vydáno:	KeAi Communications Co., Ltd. 2023-11-01
Edice:	Journal of Economy and Technology
Témata:	Consumer style inventory Emotional advertising Purchase intention Utilitarian products hedonic products
On-line přístup:	http://www.sciencedirect.com/science/article/pii/S2949948823000070
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