Title: The mediating role of the dimensions of attitude towards advertisement and brand attitude on purchase intention

Authors: Sridhar Manohar

Addresses: Marketing and Research, J K Business School, Damdama Lake Rd, Gurugram, Haryana 122102, India

Abstract: The study examines: 1) reciprocal relationship hypothesis between dimensions of attitude towards advertisement and brand attitude, and how do they influence the customer purchase intention; 2) how the dimensions of Aad and Abr act as a mediator in predicting the PI of a ready-to-eat food product. Based on non-probability convenience sampling, 300 customers were selected from Chennai, capital of state Tamil Nadu in India. The result indicates there is a reciprocal relationship between Abr and Aad and the pathway from Aad through the mediator: 1) Abr predicts PI better than the second pathway that is from Abr through the mediator; 2) Aad on predicting PI.

Keywords: brand attitude; dimensions of attitude towards advertisement; mediating effect; structural equation modeling; reciprocal relationship; visual PLS; multivariate regression.

DOI: 10.1504/IJMDA.2017.087620

International Journal of Multivariate Data Analysis, 2017 Vol.1 No.2, pp.140 - 161

Received: 12 Jan 2017
Accepted: 13 Mar 2017
Published online: 28 Oct 2017 *

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