Search Results - subject:"attitude towards the ad"

Consumer involvement as a covariant effect in rethinking the affective-cognitive relationship in advertising effectiveness

Vera, Jorge; Espinosa, Marco - In: Journal of business economics and management 20 (2019) 2, pp. 208-224

attitude towards the ad and advertising cognition. Advertising media type combined with age is tested as a moderating variable … to empirically test the hypotheses. It is found that involvement has an effect on attitude towards the ad and on ad … cognition. Thus, it is established that the ad cognition variable, rather than attitude towards the ad, has a strong statistical …

Persistent link: https://www.econbiz.de/10012175677

Consumer involvement as a covariant effect in rethinking the affective-cognitive relationship in advertising effectiveness

Vera, Jorge; Espinosa, Marco - In: Journal of Business Economics and Management (JBEM) 20 (2019) 2, pp. 208-224

Persistent link: https://www.econbiz.de/10015401220

L’influence de l’ordre des mots sur l’impact des messages publicitaires : une exploration des effets de la loi du second lourd

Mérigot, Philippe - Université Paris-Dauphine (Paris IX) - 2010

recognition, and attitude towards the ad (Aad), in two laboratory studies. Finally, we examine the effects on the impact of an …

Persistent link: https://www.econbiz.de/10010705827