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Reliability as a moderator in the relationship between the antecedents and consequences of general attitude toward advertising

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....

Persistent link: https://www.econbiz.de/10014226226

A moderated mediation model of the effect of social media advertising on consumer buying behaviour : evidence from India

Rajarathinam, Krishna Kumar; Rathinam, Logu; Parayitam, … - In: International journal of internet marketing and … 17 (2022) 1/2, pp. 48-76

Persistent link: https://www.econbiz.de/10014318181

Moderating role of education and gender on the effects of celebrity endorsement on strength, uniqueness, and favourability in brand association: evidence from India

Saini, Aarti; Parayitam, Satyanarayana - In: Asia-Pacific journal of management research and innovation 16 (2020) 4, pp. 287-308

Persistent link: https://www.econbiz.de/10012586865

Perceived risk as a moderator in the relationship between perception of celebrity endorsement and buying behavior : evidence from rural consumers of India

Parayitam, Satyanarayana; Kakumani, Lavanyalatha; … - In: Journal of marketing theory and practice : JMTP 28 (2020) 4, pp. 521-540

Persistent link: https://www.econbiz.de/10012483488