Ghosh, Priyam; Lakavath, Mothilal; Somaskandan, Karthikeyan - In: South Asian journal of marketing 3 (2022) 2, pp. 97-115
Purpose - This paper aims to investigate the relationship between general attitude toward advertising and consumers' purchase intention. The relationship between cognitive attitude, intrusiveness attitude, evaluative judgments, affective response and general attitude toward ad was examined....