TY - JOUR
T1 - Examining the influence of attitude-toward-the-ad on brand attitudes
AU - Laczniak, Russell N.
AU - Carlson, Les
PY - 1989/12
Y1 - 1989/12
N2 - 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.
AB - 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.
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U2 - 10.1016/0148-2963(89)90012-X
DO - 10.1016/0148-2963(89)90012-X
M3 - Article
AN - SCOPUS:0346239210
SN - 0148-2963
VL - 19
SP - 303
EP - 311
JO - Journal of Business Research
JF - Journal of Business Research
IS - 4
ER -