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Keywords: Dual coding theory
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Journal Articles
Can reviews predict reviewers’ numerical ratings? The underlying mechanisms of customers’ decisions to rate products using Latent Dirichlet Allocation (LDA)
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2022) 39 (2): 230–241.
Published: 01 February 2022
... by linking such aspects as the volume and valance of reviews with product sales and customers’ purchase intention. The aim of this study, for which dual coding theory was used, was to understand the relationship between reviews and their corresponding numerical ratings. Design/methodology/approach...
Journal Articles
The effects of second screen use on sponsor brand awareness: a dual coding theory perspective
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2015) 32 (2): 71–84.
Published: 16 March 2015
... televised consumption. Design/methodology/approach – An initial study served to test the applicability of the theoretical framework of a dual coding theory in this new context, followed by a 3 × 2 between-subjects design utilized to advance understanding of the influence of second screens on brand...
