The Application of New Media in Brand Communication: The Impact of Brand's Visual Image on Consumer Purchase Intentions

• 主要な著者: Li, Yingrui, Che Mat, Ruzinoor
• フォーマット: 論文
• 言語: English
• 出版事項: UUM Press 2023
• 主題: T Technology (General)
• オンライン･アクセス: https://repo.uum.edu.my/id/eprint/30247/1/JCISC%2002%2000%202023%2022-33.pdf; https://doi.org/10.32890/jcisc2023.2.2; https://repo.uum.edu.my/id/eprint/30247/; https://e-journal.uum.edu.my/index.php/jcisc/article/view/21079; https://doi.org/10.32890/jcisc2023.2.2

The objective of this paper is to investigate whether visual technologies can influence consumer brand purchase intentions by altering the forms of consumer association, attention, and emotion. The research employs traditional quantitative research methods and collected a total of 156 valid question...