The customer journey when purchasing a new mobile phone: Testing a dual mediation model — Jengchung Victor Chen , Phyo Linn Nicholas Kyaw and William H. Ross Jr., Journal of Direct, Data and Digital Marketing Practice Vol. 10 No. 2

Manufacturers and wireless carriers who market cellular telephones seek to shape consumer purchase intentions through advertising. This paper builds upon previous research to test a Dual Mediation Model (DMM) of advertising that incorporates cognitions, affect, attitudes toward the advertisement and attitudes toward the brand as these influence consumers’ purchase intentions. A field study investigating university students’ intentions to purchase a cellular telephone is used to test the model with structural equations. The results indicate strong support for the DMM. (17 pages)

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