Attitude toward the brand (Ab) and purchase intentions (PI) are two pivotal and popular constructs that have been routinely used by advertising scholars and practitioners. Despite their popularity, standard scales, with known psychometric properties,for measuring Ab and PI are not available. Furthermore, these two constructs might not be empirically distinguish- able. On the basis of scales reported in prior studies, the authors develop measures of 4 and P1 and assess their psychometric validity within a well-established, attitude toward the ad (Aad) theoretical framework. Implications of their findings are discussed. [ABSTRACT FROM AUTHOR]
