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

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dc.contributor.authorOyman, Mine
dc.contributor.authorUĞURHAN, YUSUF ZAFER CAN
dc.contributor.authorYusuf Zafer Can UĞURHAN
dc.contributor.orcid0000-0001-7626-6487
dc.contributor.orcid0000-0003-1264-9002
dc.date.accessioned2025-11-13T10:08:06Z
dc.date.issued2018-12-13
dc.identifier.doihttps://doi.org/10.1080/13527266.2018.1555544
dc.identifier.endpage635
dc.identifier.issn1352-7266
dc.identifier.issue6
dc.identifier.openalexW2904824253
dc.identifier.startpage615
dc.identifier.urihttps://hdl.handle.net/11421/3227
dc.identifier.urihttps://doi.org/10.1080/13527266.2018.1555544
dc.identifier.volume26
dc.language.isoen
dc.relation.ispartofJournal of Marketing Communications
dc.rightsrestrictedAccess
dc.subjectSurprise
dc.subjectAdvertising
dc.subjectMediation
dc.subjectAntecedent (behavioral psychology)
dc.subjectPsychology
dc.subjectCompetitor analysis
dc.subjectStructural equation modeling
dc.subjectCompetition (biology)
dc.subjectBrand engagement
dc.subjectBusiness
dc.subjectPath analysis (statistics)
dc.subjectMarketing
dc.subjectSocial psychology
dc.subjectPolitical science
dc.subjectComputer science
dc.subjectSocial media
dc.titleThe surprise effect of ambient ad on the path leading to purchase: Testing the role of attitude toward the brand
dc.typeArticle
dspace.entity.typePublication
local.authorid.openalexA5108773612
local.authorid.openalexA5087928020

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