| Author: | Miniard, P. Bhatla, S. Rose, R. |
| Title: | On the Formation and Relationship of Ad and Brand Attitudes: An Experimental and Causal Analysis |
| Journal: | Journal of Marketing Research
1990 : AUG, VOL. 27, p.290-303 |
| Index terms: | ADVERTISING EFFECTIVENESS BRAND CHOICE CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | Several issues are addressed concerning the formation and causal role of ad under conditions in which both ad and brand attitudes are formed during exposure of a print advertisement. Ad attitude is shown to have a significant effect on brand attitude even in the absence of peripheral persuasion. |
SCIMA