The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations

19861,957 citationsJournal Article

Authors

George E. Belch · San Diego State University

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

Topics & Keywords

Consumer Behavior in Brand Consumption and Identification Digital Marketing and Social Media Behavioral Health and Interventions

Publication Details

Published in: Journal of Marketing Research

Volume 23, Issue 2, pp. 130-130

DOI: 10.2307/3151660

Field-Weighted Citation Impact: 43.57

Command Palette

The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations

Authors

Abstract

Topics & Keywords

Publication Details