haku: @author Coulter, K. / yhteensä: 2
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| Tekijä: | Coulter, K. Punj, G. |
| Otsikko: | Influence of viewing context on the determinants of attitude toward the ad and the brand |
| Lehti: | Journal of Business Research
1999 : MAY, VOL. 45:1, p. 47-58 |
| Asiasana: | RESEARCH ADVERTISING BRANDS |
| Kieli: | eng |
| Tiivistelmä: | Researchers have investigated a number of different antecedents and consequents of attitude toward the ad (Aad), including ad cognition (Cad), brand cognition (Cb), and attitude toward the brand (Ab). The Dual Moderation model (MacKenzie, Lutz, and Belch, 1986), which specifies hypothesized interrelationships among these constructs, has been well supported in previous Aad research. The authors extend this model to include ad affective responses (Aff), a construct that has received considerable attention in the literature, and three additional model paths. |
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