Understanding the Effect of Advertising Values on Sustainable Product Purchase Intention: Extended Ducoffe Advertising Value Model
Following the advertising value model by Ducoffe, this study develops a conceptual framework, which provides several insights. First, three variables consist of informativeness, entertainment, and irritation of advertisement will be directly influencing purchase intention. Secondly, the researcher d...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English English |
| Published: |
Human Resource Management Academic Research Society
2023
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/36058/1/ABSTRACT.pdf https://eprints.ums.edu.my/id/eprint/36058/2/FULL%20TEXT.pdf https://eprints.ums.edu.my/id/eprint/36058/ http://dx.doi.org/10.6007/IJARBSS/v13-i2/16308 |
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