Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?
Journal of Marketing ResearchPublished 1 August 1981
Andrew A. Mitchell, Jerry C. Olson
Citations1,477
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
Fishbein's attitude theory posits that beliefs are the only mediators of attitude formation and change. The validity of this proposition for consumers’ beliefs about product attributes and brand at...
Keywords
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