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| Tekijä: | Brown, S. Stayman, D. |
| Otsikko: | Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis |
| Lehti: | Journal of Consumer Research
1992 : JUNE, VOL. 19, p.34-51 |
| Asiasana: | ADVERTISING EFFECTIVENESS ADVERTISING RESEARCH CONSUMER BEHAVIOUR |
| Kieli: | eng |
| Tiivistelmä: | 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. |
SCIMA