This Is AuburnElectronic Theses and Dissertations

Browsing by Author "Padgett, Daniel T"

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Performance or Safety? How Regulatory Foci and Brand Associations Affect Gen Z Car Shoppers’ Attitudes Toward and Intentions to Respond to Mobile Advertising Claims 

Wang, Wei (2022-12-02)  ETD File Embargoed
This study aims to systematically examine the effects of message-regulatory focus fit and message-brand association fit on Gen Z consumers’ attitudes and intentions to respond to mobile advertising claims, employing ...