Work

The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations

Year: 1986

Type: article

Source: Journal of Marketing Research

DOI: 10.1177/002224378602300205

Authors: Scott B. MacKenzie, Richard J. Lutz, George E. Belch

Institutions: Indiana University Bloomington, Indiana University, University of Florida, San Diego State University

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2057172983

FWCI: 48.38

Cites: 43

Cited by: 2,639

Related to: 10