Consumer scepticism towards persuasive advertising: the moderating role of brand familiarity and product category experience
The aim is to re-examine Obermiller et al. (2005) and Hardesty et al.’s (2002) findings on scepticism, within an Australian context. In addition, another possible moderator, product category experience is tested for its influence on brand attitude. Results revealed that ad scepticism had the gr...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Conference Paper |
| Published: |
International Management Development Association
2011
|
| Online Access: | http://hdl.handle.net/20.500.11937/62284 |