search query: @author Stayman, D. / total: 2
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| Author: | Brown, S. Stayman, D. |
| Title: | Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis |
| Journal: | Journal of Consumer Research
1992 : JUNE, VOL. 19, p.34-51 |
| Index terms: | ADVERTISING EFFECTIVENESS ADVERTISING RESEARCH CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | A meta-analysis of pairwise relationships including attitude toward the ad was conducted with the aim of providing a general assessment of the strength of pairwise relationships between ad attitudes and antecedent and outcome constructs. Analyses were conducted to evaluate the robustness of the dual-mediation path model of the effects of attitudes. |
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