Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?
Andrew A. Mitchell, Jerry C. Olson
Journal of Marketing Research · Volume 18 · Issue 3
DOI: 10.1177/002224378101800306
Abstract
Fishbein's attitude theory posits that beliefs are the only mediators of attitude formation and change. The validity of this proposition for consumers’ beliefs about product attributes and brand at...
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