Evaluating impulse purchases generated by affections and advertisement effectiveness
Impulse buying occurs when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately. This on-going research considers the affections generated by con-sumers towards the chocolate brand which is endorsed by a celebrity. The Dual Mediation Hypoth-esis Model (DMH...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2017-10-01
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| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/Vol7/msl_2017_28.pdf |