search query: @author MacKenzie, S. B. / total: 9
reference: 8 / 9
Author: | MacKenzie, S. B. Lutz, R. J. Belch, G. E. |
Title: | The role of attitude toward the ad as a mediator of advertising effectiveness : a test of competing explanations. |
Journal: | Journal of Marketing Research
1986 : MAY, VOL. 23:2, p. 130-143 |
Index terms: | ADVERTISING EFFECTIVENESS CONSUMER ATTITUDES |
Language: | eng |
Abstract: |
SCIMA