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The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations
Journal of Marketing Research · 1986 · Vol. 23(2) · pp. 130–130
Abstract
Scott B. MacKenzie, Richard J. Lutz, George E. Belch, The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations, Journal of Marketing Research, Vol. 23, No. 2 (May, 1986), pp. 130-143
Consumer Behavior in Brand Consumption and IdentificationDigital Marketing and Social MediaBehavioral Health and InterventionsTest (biology)MediatorPsychologyAdvertisingSocial psychologyBusinessMedicine
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