Makale detayı · 2020
The surprise effect of ambient ad on the path leading to purchase: Testing the role of attitude toward the brand
- Yıl
- 2020
- Tür
- article
Veri kaynağı ayrımı
- YÖKSİS YÖKSİS makale kaydı
- YÖKSİS dergi adı Journal of Marketing Communications
- Katalog eşleşmesi (ISSN) Journal of Marketing Communications
- OpenAlex OpenAlex zenginleştirmesi (özet, atıf, konular)
Özet
OpenAlex · İngilizce
Enterprises have made changes in their marketing and communication activities because of increased competition and changes in consumer behavior. In seeking to stand out from their competitors, brands have started to use more creative, extraordinary, interactive, and nontraditional approaches in their advertisements. One of these approaches is ambient advertising, which involves the guerilla marketing activities and alters environmental elements that consumers interact with (e.g., pedestrian paths, bus stops) creatively and unexpectedly and renders these elements meaningful in terms of advertising. In ambient advertising literature, relationships between perceived surprise, attention toward the ad, attitudes toward the ad and brand, purchase intention, and mediation effect of attitude toward an unknown brand have not been hierarchically tested. In this study, the effectiveness of ambient advertising was evaluated based on a structural equation model and the data were collected from 194 consumers through cross-sectional survey method. The results revealed some statistically significant relationships. In conclusion, perceived surprise was determined as a strong antecedent of attention toward the ad, attitude toward ambient advertising was found to have a positive effect on purchase intention, and it was also found that attitude toward the brand had a mediating effect between attitude toward the ad and purchase intention.
Konular
Atıflar
OpenAlex cited_by_count. WoS veya Scopus atıf sayısı değildir; o kaynaklar için ayrı kolon yoktur.
27 atıf
OpenAlex cited_by_count (önbellek / veritabanı)
Yerel katalogda bu makaleye atıf yapan 15 yayın (OpenAlex referans eşleşmesi; tam dünya listesi değildir).
- Usage Intention of ChatGPT for Health in Turkey: An Extended Technology Acceptance Model 2025
- Usage Intention of ChatGPT for Health in Turkey: An Extended Technology Acceptance Model 2025
- Usage Intention of ChatGPT for Health in Turkey: An Extended Technology Acceptance Model 2025
- Usage Intention of ChatGPT for Health in Turkey: An Extended Technology Acceptance Model 2025
- Fenomene ve Sponsorlu İçeriğe İlişkin Güvenin Marka Farkındalığı Üzerindeki Etkisinde Parasosyal İlişkinin Aracı Rolü: Youtube Özelinde Bir İnceleme 2021
- TikTok'taki reklam ve sponsorlu içeriklerin satın alma niyeti üzerindeki rolü: Sosyo-demografik değişkenler özelinde bir inceleme 2021
- TIKTOK'TAKİ REKLAM VE SPONSORLU İÇERİKLERİN SATIN ALMA NİYETİ ÜZERİNDEKİ ROLÜ: SOSYO-DEMOGRAFİK DEĞİŞKENLER ÖZELİNDE BİR İNCELEME 2021
- Fenomene ve Sponsorlu İçeriğe İlişkin Güvenin Marka Farkındalığı Üzerindeki Etkisinde Parasosyal İlişkinin Aracı Rolü: Youtube Özelinde Bir İnceleme 2021
- The impact of consumers’ motives for watching unboxing videos on eWOM and purchase intentions: the mediating role of ad involvement 2025
- The impact of consumers' motives for watching unboxing videos on eWOM and purchase intentions: the mediating role of ad involvement 2025