Chen, J. V., Kyaw, P. L. N., & Ross, W. H. (2008). The customer journey when purchasing a new mobile phone:

                        Testing a dual mediation model. Journal of Direct, Data, and Digital Marketing Practice,

                Vol. 10, No. 2, pp. 116 - 132.



Service-based companies such as wireless telephone carriers seek to shape consumer purchase intentions through advertising.  The present paper builds upon previous research to test a Dual Mediation Model of advertising that incorporates cognitions, affect, attitudes toward the advertisement, and attitudes toward the brand as these influence consumersí purchase intentions.  A field study investigating Taiwanese university studentsí intentions to purchase a cellular telephone is used to test the model with structural equations. Results indicate strong support for the Dual Mediation Model.  Limitations are also noted.



Abstract adapted from journal abstract.  Journal abstract  and cover image copyright (C) 2008 Henry Stewart Publications; all rights reserved.