Attitude toward the AD as a Mediator of Consumer Brand Choice
- 1 June 1981
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 10 (2) , 9-48
- https://doi.org/10.1080/00913367.1981.10672756
Abstract
This article addresses the issue of how advertising influences consumers' brand choices. A concept termed the attitude toward the advertisement approach (ATT A) is introduced; a theoretical case is developed showing why ATT A is an important mediator of brand choice; empirical evidence in support of this case is presented; and suggestions for future research are offered.Keywords
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