alexa Measuring attitude toward the brand and purchase intentions
Social & Political Sciences

Social & Political Sciences

Journal of Mass Communication & Journalism

Author(s): Nancy Spears, Surendra N Singh

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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 distinguishable. On the basis of scales reported in prior studies, the authors develop measures of Ab and PI and assess their psychometric validity within a well-established, attitude toward the ad (Aad) theoretical framework. Implications of their findings are discussed.

This article was published in Journal of Current Issues & Research in Advertising and referenced in Journal of Mass Communication & Journalism

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