The mediating role of the dimensions of attitude towards advertisement and brand attitude on purchase intention Online publication date: Fri, 20-Oct-2017
by Sridhar Manohar
International Journal of Multivariate Data Analysis (IJMDA), Vol. 1, No. 2, 2017
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.
Online publication date: Fri, 20-Oct-2017
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