TY - JOUR
AU - Mittal, Banwari
AB - A modal finding in prior research has been that attitude toward the advertisement (AAd) outperforms brand beliefs in explaining brand attitude. The author shows that when beliefs are covered more comprehensively (so that image attributes are included in addition to the usual utilitarian attributes), the role of beliefs as predictors is enhanced. Consequently, the nonredundant contribution of attitude toward the ad is reduced. New issues are raised about the interrelationships among brand beliefs, AAd, and brand attitude, and directions for future research to address these issues are suggested.
TI - The Relative Roles of Brand Beliefs and Attitude toward the ad as Mediators of Brand Attitude: A Second Look
JF - Journal of Marketing Research
DO - 10.1177/002224379002700208
DA - 1990-05-01
UR - https://www.deepdyve.com/lp/sage/the-relative-roles-of-brand-beliefs-and-attitude-toward-the-ad-as-DlG0EE3BHG
SP - 209
EP - 219
VL - 27
IS - 2
DP - DeepDyve
ER -