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 (Refereed Journals of Other Institutions)

  • Publication Type: Article / Article
  • Volume: 26 Issue: 6
  • Publication Date: 2020
  • Doi Number: 10.1080/13527266.2018.1555544
  • Title of Journal : Journal of Marketing Communications
  • Page Numbers: pp.615-635