Attitude toward the Ad and Brand Choice

Biehal, Gabriel; Stephens, Debra L.; Curio, Eleonora

doi:10.1080/00913367.1992.10673373

Cited by 145 publications

(104 citation statements)

References 40 publications

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“…Attitude towards advertisement (Aad) has been defined as a predisposition to respond in a favorable or unfavorable manner to a particular advertising stimulus during particular exposure situation (Mackenzie, Lutz & Belch, 1986;Biehal, Stephens & Curlo, 1992). In a print advertisement for example, consumers will be depending very much on the picture(s) and information about the product that are inserted in it to motivate them to take a closer look at and continue reading it.…”

Section: The Relationship Between Attitude Toward Advertisement (Aad)mentioning

confidence: 99%

“…The uniqueness of (Aad) is that it has been used as antecedent to other variables or independent variable (e.g. Biehal et al, 1992), mediating variable (e.g. Ugur & Abdulla, 1993), even as dependent variable (e.g.…”

Section: The Relationship Between Attitude Toward Advertisement (Aad)mentioning

confidence: 99%

“…The literature defines attitude toward advertisement (Aad) as "a predisposition to respond in a favourable or unfavourable manner to a particular advertising stimulus during a particular exposure situation" (Mackenzie, Lutz & Belch, 1986;Biehal, Stephens & Curlo, 1992). At times one's attitude toward an object can affect his/her attitude toward another object with which it is associated (Hoyer et al, 1997).…”

Section: Introductionmentioning

confidence: 99%

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The Impact of Source Credibility on Saudi Consumer’s Attitude toward Print Advertisement: The Moderating Role of Brand Familiarity

Sallam¹

2011

IJMS

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An endorser or a spokesperson is frequently used by marketers in their product advertisements as a credible source that is hoped to influence the attitude of consumers in the marketplace toward the shown advertisement, the brand and most importantly their purchase intentions. Corporate credibility C/C -the reputation of a company for honesty and expertise is another type of source credibility that is said to influence consumers' reaction to the shown product advertisements and shape their attitudes to brands. The present study assessed the impact of both source credibility (corporate credibility (C/C) and endorser credibility En/C) on Saudi consumers' attitude toward advertising (Aad), attitude toward brand (Ab), and purchase intention (PI) when brand familiarity is tested. A study carried out in Saudi Arabia using 150 respondents as consumers who used cover head product of (AL-Bassam). Path analysis confirmed that, attractiveness of endorser had strengthened impact on (Aad), then expertise, while no effect for endorser trustworthiness on (Aad). While trustworthiness is significant in all C/C relations with the other variables (i.e. Aad, Ab and PI), there is no effect for PAB on relationship between (Aad) and (Ab).Originality/value -In this study, the said relationships amongst the six variables are revisited. The difference lie in the use of Saudi consumers, a developing country compared to developed countries in past studies, in addition to the use of a real advertisement including (product, endorser and company) rather than make believe advertisement. This will provide the first insight on Saudi consumer's behaviour.Paper type -research paper

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Section: The Relationship Between Attitude Toward Advertisement (Aad)mentioning

confidence: 99%

Section: The Relationship Between Attitude Toward Advertisement (Aad)mentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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The Impact of Source Credibility on Saudi Consumer’s Attitude toward Print Advertisement: The Moderating Role of Brand Familiarity

Sallam¹

2011

IJMS

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“…An advertisement was displayed in front of targeted number of respondents and the results of that experiment reveal attitude towards an advertisement also effects on attitude towards brand. Findings of Brown and Styman [90] also stated that attitudes of the customers in respect of brand may also affect their feeling towards product and buying intentions (Cobb-Walgren et al, [27]). Cobb-Walgren et al, [27] studies also reveal that strong brand equity may lead towards superior brand preferences which in turn effects purchase intention of the customers.…”

Section: Attitude Towards Brandmentioning

confidence: 99%

Effect of Product-harm Crisis on Customer's Based Brand Equity: The Moderating Role of Attitude towards Brand

Bilal¹,

Idrees²

2017

aeb

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A company importance can be changed by product-harm crisis (PHC). There are so many cases of PHC where weak response of the company's has resulted in negative effect on brand equity. Still less research studies were conducted on the effect of product-harm crises. The objective of this research is to investigate (a) the effect of PHC on customer's based brand equity (BE) (b) the moderating role of attitude towards brand (ATB) between PHC and BE. The population of this study consists of nine universities of Peshawar district offering business programs. Two universities were purposively selected. A sample of 200 undergraduate business students has been selected. After reading self-designed newspaper article by sampled undergraduate business students, questionnaires were filled on five and seven points' likert-scales. To investigate the effect of PHC on BE, simple linear regression was used. In order to measure the before and after effect of stone -walling response of a company on the relationship between PHC and BE, Wilcoxon signed-rank test was used. Also moderating effect of ATB was measured through SPSS. The overall results demonstrated that relationship between PHC and BE is statistically significant and negative. Additionally, the inclusion of ATB as a moderator has lessened the negative effects of PHC on BE. The effect of PHC on BE before stonewalling response was less negative as compared to after.

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“…Later studies include consumers' attitudes towards certain attributes of advertisements, and the findings aim to predict advertising effectiveness, brand attitudes and purchase intention. For instance, (Biehal et al, 1992) examine the relationship between customers' attitudes toward the advertisement (A Ad ) and its effect on brand choice; (Olney et al, 1991) investigate advertisement content which arouses emotion; (Muehling & McCann, 1993) examine attitude toward specific advertisements (A Ad ); and the effect of an advertisement's claim and content on attitude toward the advertisement, is the subject of a study by (Burton & Lichtenstein, 1988). Studies on advertisements that are specifically targeted at certain audiences such as children (Mallalieu et al, 2005) or specific ethnic groups (De Run, 2007) and special target groups (Orth & Koenig, 2007) raise ethical concerns in some cases.…”

Section: Attitudes To Advertising In General (A G )mentioning

confidence: 99%

Attitudes toward Specific Advertising Media (AM): Informative or Manipulative?

Yaakop¹,

Hemsley‐Brown²

2014

ASS

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Attitudes toward advertising in general (A G ) is a concept which often raises ethical, social and cultural concerns, and yet in the context of specific media, consumers are often more positive, and find advertising entertaining, thought-provoking, amusing and informative. This paper focuses on attitudes toward advertising in three specific media (A M ) (print, television and online advertising) and aims to provide input into the design decisions of an advertising campaign. The survey is based on a sample of 425 Malaysian and international tourists, and one key finding is the positive view that respondents have about advertising in print, online and on television. In terms of attitudes to print advertising, social role and image makes the strongest unique contribution to A P ; for television advertising product information makes the strongest unique contribution to explaining attitudes to A TV ; and in terms of online advertising, hedonic pleasure makes the strongest unique contribution to explaining attitudes to A O.

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Attitude toward the Ad and Brand Choice

Cited by 145 publications

References 40 publications

The Impact of Source Credibility on Saudi Consumer’s Attitude toward Print Advertisement: The Moderating Role of Brand Familiarity

The Impact of Source Credibility on Saudi Consumer’s Attitude toward Print Advertisement: The Moderating Role of Brand Familiarity

Effect of Product-harm Crisis on Customer's Based Brand Equity: The Moderating Role of Attitude towards Brand

Attitudes toward Specific Advertising Media (AM): Informative or Manipulative?

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