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| Author: | Mittal, B. |
| Title: | The Relative Roles of Brand Beliefs and Attitude Toward the Ad as Mediators of Brand Attitude: A Second Look |
| Journal: | Journal of Marketing Research
1990 : MAY, VOL. 27, p.209-219 |
| Index terms: | ADVERTISING EFFECTIVENESS CONSUMER ATTITUDES BRANDS |
| Language: | eng |
| Abstract: | In recent research, attitude toward the advertisement outperforms brand beliefs in explaining brand attitude. When beliefs are covered more comprehensively (i.e. image attributes are included), the role of beliefs as predictors is increased. So the nonredundant contribution of attitude toward advertisement is reduced. New issues about the interrelationships among brand beliefs, advertisement, and brand attitude are discussed. |
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