Revisiting attitude towards advertising, its antecedent and outcome: a two-stage approach using PLS-SEM

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Revisiting attitude towards advertising, its antecedent and outcome: a two-stage approach using PLS-SEM

Attitude towards advertising, its antecedent and outcome are well-documented in advertising literature. Moreover, the theory of reasoned action is often used to support the relationships between belief, attitude and intention towards advertising, especially in the western context. However, little is...

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Bibliographic Details
Main Authors:	Ting, Hiram, Chuah, Francis, Cheah, Jacky, Memon, Mumtaz Ali, Yacob, Yusman
Format:	Article
Language:	English
Published:	Faculty of Economics and Management, Universiti Putra Malaysia 2015
Online Access:	http://psasir.upm.edu.my/id/eprint/48681/ http://psasir.upm.edu.my/id/eprint/48681/1/Paper%209%20Attitute%20toward%20advertising.pdf

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