TY - JOUR
AU1 - Muehling, Darrel D.
AU2 - Laczniak, Russell N.
AB -  Abstract This study investigates the mediating role played by beliefs, cognitive responses, and attitude-toward-the-ad in the brand attitude formation process. A model is proposed and tested which examines the interrelationship of these factors under both “high” and “low” message involvement conditions. Findings generally support the hypothesized model. In high-involvement conditions, brand attitudes are a function of brand beliefs (which are influenced by valenced message-related thoughts) and attitude-toward-the-ad (influenced by message- and ad-related responses). In low-involvement conditions, brand attitudes are primarily influenced by attitude-toward-the-ad (which is the result of ad-related and “other” thoughts). 
TI - An Examination of Factors Mediating and Moderating Advertising's Effect on Brand Attitude Formation
JF - Journal of Current Issues & Research in Advertising
DO - 10.1080/10641734.1992.10504977
DA - 1992-03-01
UR - https://www.deepdyve.com/lp/taylor-francis/an-examination-of-factors-mediating-and-moderating-advertising-apos-s-MEivQPOS51
SP - 23
EP - 34
VL - 14
IS - 1
DP - DeepDyve
ER -