Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?
- 1 August 1981
- journal article
- Published by JSTOR in Journal of Marketing Research
- Vol. 18 (3) , 318
- https://doi.org/10.2307/3150973
Abstract
Fishbein's attitude theory posits that beliefs are the only mediators of attitude formation and change. The validity of this proposition for consumers' ...Keywords
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