alexa An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context
Social & Political Sciences

Social & Political Sciences

Journal of Mass Communication & Journalism

Author(s): MacKenzie Scott B, Lutz Richard J

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Examined the origins of attitude toward the advertisement (AAD), a construct mediating the effects of advertising on brand attitude and purchase intentions, in 323 undergraduates and MBAs (aged 20–32 yrs), using a conceptual model of AAD formation. Ss evaluated a single ad for a fictitious watch made by a real manufacturer, using measures to assess ad and brand perceptions, attitudes, and credibility. Results are discussed in terms of (1) the dominance of ad-specific antecedents, (2) the differential antecedent effects on ad credibility and ad perceptions, (3) the absence of effect of brand perceptions on attitude, and (4) the unanticipated role of ad credibility. (PsycINFO Database Record (c) 2016 APA, all rights reserved)

This article was published in Journal of Marketing and referenced in Journal of Mass Communication & Journalism

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