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Influence of Attitude Towards Advertisement on Purchase Intention : Exploring the Mediating Role of Attitude Towards Brand Using SEM Approach

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Advertising, in the present era, has become important for the marketers to reach consumers and to persuade them to buy their products. The present study tries to investigate the relationship between consumer's attitude towards advertisement and purchase intention which is mediated by consumer's...

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Impact of competitiveness on business performance : a case study of manufacturing SMEs in Northern India

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Influence of attitude towards advertisement on purchase intention : exploring the mediating role of attitude towards brand using SEM approach

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