Vera, Jorge; Espinosa, Marco - In: Journal of business economics and management 20 (2019) 2, pp. 208-224
attitude towards the ad and advertising cognition. Advertising media type combined with age is tested as a moderating variable … to empirically test the hypotheses. It is found that involvement has an effect on attitude towards the ad and on ad … cognition. Thus, it is established that the ad cognition variable, rather than attitude towards the ad, has a strong statistical …