Examining the influence of attitude-toward-the-ad on brand attitudes

Russell N. Laczniak, Leslie C Carlson

Research output: Contribution to journalArticle

14 Citations (Scopus)

Abstract

While Petty and Cacioppo's Elaboration Likelihood Model suggests that brand-related beliefs are the main influencer of postexposure brand attitudes for highly involved receivers, research has additionally supported a significant attitude-toward-the-ad/brand relation. Results of this study support this relation for highly involved receivers with both high and low levels of product class knowledge.

Original languageEnglish (US)
Pages (from-to)303-311
Number of pages9
JournalJournal of Business Research
Volume19
Issue number4
DOIs
StatePublished - Jan 1 1989

Fingerprint

Research
Brand attitude
Attitude toward the ad
Elaboration likelihood model

ASJC Scopus subject areas

  • Marketing

Cite this

Examining the influence of attitude-toward-the-ad on brand attitudes. / Laczniak, Russell N.; Carlson, Leslie C.

In: Journal of Business Research, Vol. 19, No. 4, 01.01.1989, p. 303-311.

Research output: Contribution to journalArticle

@article{30fc5902f5c045a2b4ff4a020848287d,
title = "Examining the influence of attitude-toward-the-ad on brand attitudes",
abstract = "While Petty and Cacioppo's Elaboration Likelihood Model suggests that brand-related beliefs are the main influencer of postexposure brand attitudes for highly involved receivers, research has additionally supported a significant attitude-toward-the-ad/brand relation. Results of this study support this relation for highly involved receivers with both high and low levels of product class knowledge.",
author = "Laczniak, {Russell N.} and Carlson, {Leslie C}",
year = "1989",
month = "1",
day = "1",
doi = "10.1016/0148-2963(89)90012-X",
language = "English (US)",
volume = "19",
pages = "303--311",
journal = "Journal of Business Research",
issn = "0148-2963",
publisher = "Elsevier Inc.",
number = "4",

}

TY - JOUR

T1 - Examining the influence of attitude-toward-the-ad on brand attitudes

AU - Laczniak, Russell N.

AU - Carlson, Leslie C

PY - 1989/1/1

Y1 - 1989/1/1

N2 - While Petty and Cacioppo's Elaboration Likelihood Model suggests that brand-related beliefs are the main influencer of postexposure brand attitudes for highly involved receivers, research has additionally supported a significant attitude-toward-the-ad/brand relation. Results of this study support this relation for highly involved receivers with both high and low levels of product class knowledge.

AB - While Petty and Cacioppo's Elaboration Likelihood Model suggests that brand-related beliefs are the main influencer of postexposure brand attitudes for highly involved receivers, research has additionally supported a significant attitude-toward-the-ad/brand relation. Results of this study support this relation for highly involved receivers with both high and low levels of product class knowledge.

UR - http://www.scopus.com/inward/record.url?scp=0346239210&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=0346239210&partnerID=8YFLogxK

U2 - 10.1016/0148-2963(89)90012-X

DO - 10.1016/0148-2963(89)90012-X

M3 - Article

VL - 19

SP - 303

EP - 311

JO - Journal of Business Research

JF - Journal of Business Research

SN - 0148-2963

IS - 4

ER -