Examining the influence of attitude-toward-the-ad on brand attitudes

Russell N. Laczniak, Les Carlson

Research output: Contribution to journalArticle

14 Scopus citations

Abstract

While Petty and Cacioppo's Elaboration Likelihood Model suggests that brand-related beliefs are the main influencer of postexposure brand attitudes for highly involved receivers, research has additionally supported a significant attitude-toward-the-ad/brand relation. Results of this study support this relation for highly involved receivers with both high and low levels of product class knowledge.

Original languageEnglish (US)
Pages (from-to)303-311
Number of pages9
JournalJournal of Business Research
Volume19
Issue number4
DOIs
StatePublished - Dec 1989

ASJC Scopus subject areas

  • Marketing

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