Am Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context.

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Am Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context.

Academic Journal

MacKenzie, Scott B. | Lutz, Richard J.

Langue: English

Publication year: 01/04/1989

ISSN: 00222429
EAN Papier: 10.1177/002224298905300204

Sujets

Advertising & psychology, Consumer research, Brand choice, Branding (Marketing), Marketing research, Marketing strategy, Purchasing, Cognition research, Consumer behavior research, Psychology

Recent research has identified attitude toward the ad (AAd) as an important construct mediating the effects of advertising on brand attitude and purchase intention. To date, however, little attention has been directed toward explaining the origins of AAd. The authors present the latest version of a theory of AAd formation, report the results of an empirical test of a portion of that theory, and offer further refinements to the theory based on the observed results. Implications of the findings for advertising practice are discussed. [ABSTRACT FROM AUTHOR]

Am Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context.

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