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| Author: | Bergkvist, L. |
| Title: | The role of confidence in attitude-intention and beliefs-attitude relationships |
| Journal: | International Journal of Advertising
2009 : VOL. 28:5, p. 863-880 |
| Index terms: | purchasing brands consumer behaviour advertising |
| Freeterms: | confidence brand attitude purchase intention brand beliefs |
| Language: | eng |
| Abstract: | The study focuses on examining the previously unclear role of confidence (how consumer feels about her evaluation of a brand) in the field of advertising and consumer behaviour: whether confidence predicts purchase intention or moderates the brand attitude-purchase intention relationship. The study contributes to the literature by investigating also whether or not confidence moderates the relationship between brand beliefs and brand attitude. The results of the study show that confidence moderates both the attitude-intention relationship and belief-attitude relationship. |
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