The surprise effect of ambient ad on the path leading to purchase: Testing the role of attitude toward the brand

Özer S., Oyman M., Uğurhan Y. Z. C.

JOURNAL OF MARKETING COMMUNICATIONS, vol.26, no.6, pp.615-635, 2020 (Scopus) identifier

  • Publication Type: Article / Article
  • Volume: 26 Issue: 6
  • Publication Date: 2020
  • Doi Number: 10.1080/13527266.2018.1555544
  • Journal Name: JOURNAL OF MARKETING COMMUNICATIONS
  • Journal Indexes: Scopus, IBZ Online, ABI/INFORM, Business Source Elite, Business Source Premier, ComAbstracts, Communication & Mass Media Index, Psycinfo
  • Page Numbers: pp.615-635
  • Abdullah Gül University Affiliated: Yes