الإعلان العقلاني- الإعلان العاطف- الاتجاهات نحو الإعلانات- السلوك الشرائي- الهاتف الذكي
Rational Advertising Appeals
Emotional Advertising Appeals
Attitudes toward Advertising
Consumer Buying Behavior
Smart Phone
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Abstract
Purpose of this study is to investigate the relationship between Advertising Appeals, Attitudes toward Advertising, and Consumer Buying Behavior for Smart Phone The study was carried out on the students of Middle East University (MEU) In Amman- Jordan. A measurement scales with acceptable reliability and validity is developed to capture the dimensions of study variables. Four hypotheses were tested using Statistical package (SPSS-17). A two-step detailed statistical analysis of data was involved. First, descriptive statistics was performed to understand the underlying components of study variables; second, regression analysis and Path analysis using AMOS 7 were performed t
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