Purpose - This paper aims to investigate the relationship between general attitude toward advertising and consumers … products purchased by women. The research has implications for literature on advertising, especially women-related products …. The study provides justification for enormous amounts of money invested in fashion advertising because of their effects on …

attitude towards the ad and advertising cognition. Advertising media type combined with age is tested as a moderating variable …The relationship between advertising effectiveness and behavioural intentions is assessed when involvement with the … product is introduced as a direct covariant effect, rather than as a moderator. Advertising effectiveness is assessed through …