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. Furthermore, reliability as a moderator in the relationship between …