Revisiting attitude towards advertising, its antecedent and outcome: a two-stage approach using PLS-SEM

• Main Authors: Ting, Hiram, Chuah, Francis, Cheah, Jacky, Memon, Mumtaz Ali, Yacob, Yusman
• Format: Article
• Language: English
• Published: Faculty of Economics and Management, Universiti Putra Malaysia 2015
• Online Access: http://psasir.upm.edu.my/id/eprint/48681/1/Paper%209%20Attitute%20toward%20advertising.pdf; http://psasir.upm.edu.my/id/eprint/48681/; http://econ.upm.edu.my/ijem/vol9no2/Paper%209%20Attitute%20toward%20advertising.pdf
• Institution: Universiti Putra Malaysia

Attitude towards advertising, its antecedent and outcome are well-documented in advertising literature. Moreover, the theory of reasoned action is often used to support the relationships between belief, attitude and intention towards advertising, especially in the western context. However, little is...