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