An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context
- 1 April 1989
- journal article
- Published by SAGE Publications in Journal of Marketing
- Vol. 53 (2) , 48
- https://doi.org/10.2307/1251413
Abstract
Recent research has identified attitude toward the ad (AAd) as an important construct mediating the effects of advertising on brand attitude and purchase intent...This publication has 0 references indexed in Scilit: