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The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations
Abstract
Scott B. MacKenzie, Richard J. Lutz, George E. Belch, The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations, Journal of Marketing Research, Vol. 23, No. 2 (May, 1986), pp. 130-143
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“…brand ( M ¼ 4.15, SD ¼ 1.39, x ¼ .97), and PI ( M ¼ 3.22, SD ¼ 1.68, x ¼ .97) were measured using five bipolar evaluative items on a 7-point scale (modified from MacKenzie, Lutz, and Belch 1986), which assessed attitudes ( unappealing/appealing; good/bad(r); unpleasant/pleasant; favorable/…”
Influential
Metadata
- Authors
- MacKenzie, S. B., Lutz, R. J., & Belch, G. E.
- Venue
- Journal of Marketing Research
- Publisher
- JSTOR
- Published
- 1986-05
- Volume
- 23
- Issue
- 2
- Pages
- 130
- ISSN
- 0022-2437 (ISSN-L)
- OpenAlex
- W2057172983
- Cited by
- 1,950
- References
- 4
- FWCI
- 50.86
- Type
- journal article
- Language
- en
- Open access
- closed
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