Influence of viewing context on the determinants of attitude toward the ad and the brand
Article Abstract:
A study was conducted to extend the Dual Mediation framework to include ad affective responses and three additional model paths. The strength of different causal links in the extended version of the Dual Mediation model were analyzed across three kinds of broadcast media viewing scenarios. These were normal/routine, pretest, and buying/decision making. Results indicated a variation in path strength that was influenced by viewing context.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 1999
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A conceptual and empirical comparison of three market orientation scales
Article Abstract:
The topic of market orientation has attracted considerable research attention, but still there is no clear consensus on its definition and on the ways of measuring it. An attempt to improve market orientation conceptualization and measurement is made by conceptually and empirically comparing three different scales of market orientation.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 2005
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