The relationship between advertising effectiveness and behavioural intentions is assessed when involvement with the … product is introduced as a direct covariant effect, rather than as a moderator. Advertising effectiveness is assessed through … attitude towards the ad and advertising cognition. Advertising media type combined with age is tested as a moderating variable …

advertising on consumer decision-making style and purchase intention. A conceptual framework showing linkages among variables …) influences purchase decisions. It was also found that customers' responses towards emotional advertising and the attitude that … the degree of influence on each consumer's decision-making style through emotional advertising. It is also necessary to …

Purpose - This paper aims to investigate the relationship between general attitude toward advertising and consumers … products purchased by women. The research has implications for literature on advertising, especially women-related products …. The study provides justification for enormous amounts of money invested in fashion advertising because of their effects on …

The increasing reliance on news articles and advertising to communicate cause-related marketing (CRM) initiatives … investigates the role of brand resonance as a mediator and media coverage (news articles and advertising via newspapers) as a …

perception of advertising. The research method employed in this study was a quantitative survey on a sample of 321 Polish women … sexism. The higher the level of sexism, the more negative the evaluation of pro-women advertising becomes. This is a … suggestion for advertisers that diversifying an advertising message can be an eff ective marketing strategy. …

Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and … advertising message centred around masculinity. This can help advertisers to understand what type of masculine character to focus … millennial men and women are evenly split on whether they like or dislike how masculinity is depicted in advertising. From people …

Advertising plays an essential role for creating brand awareness that leads to consumer behavior toward services and … products. The objective of this research is to investigate the role of mid-roll video advertising regarding its perceived … intrusiveness and value on viewers' response to those ads. Data from 200 users who have experienced mid-roll video advertising were …

Recognizing the growth of Facebook and advertising on this platform in an emerging market, we conducted a study on the … impact of Facebook advertising characteristics on the market's purchase intention. This study attempts to identify and test … mediating role of attitude towards advertising. In addition, for factors that have been shown in previous studies to have a …