What is it about?
This study aims to understand the impact of advertising creativity on purchase intention in the airline industry. To this end, drawing on the Stimulus-Organism-Response (S-O-R) framework, the associations among advertising creativity, attitude toward advertising, flow experience, and purchase intention were investigated.
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This page is a summary of: The impact of advertising creativity on purchase intention in the airline industry: A stimulus-organism-response (S-O-R) perspective, European Journal of Tourism Research, October 2021, Varna University of Management,
DOI: 10.54055/ejtr.v30i.2169.
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