The Relative Roles of Brand Beliefs and Attitude toward the Ad as Mediators of Brand Attitude: A Second Look

1 May 1990

journal article
Published by JSTOR in Journal of Marketing Research

Vol. 27 (2) , 209
https://doi.org/10.2307/3172847

Abstract

A modal finding in prior research has been that attitude toward the advertisement (AAd) outperforms brand beliefs in explaining brand attitude. The author shows...

Keywords

BELIEFS AND ATTITUDE
RELATIVE ROLES
BRAND BELIEFS
ADVERTISEMENT
LOOK
AAD
PRIOR
ROLES OF BRAND

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