Marchand, J. - Faculté des sciences de l'administration, Université Laval - 1998
This experimental study used a television commercial and a procedure similar to that of MacKenzie, Lutz and Belch (1986) to test their proposed models of the relationships between Aad, brand cognitions (COGb or t), attitudes (AFFb or t), and intentions (INTb or t). The testing of these models...
