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

• Main Authors: Hiram, Ting, Chuah, Francis, Cheah, Jacky, Memon, Mumtaz Ali, Yacob, Yusman
• Format: Article
• Language: English
• Published: Universita Putra Malaysia 2015
• Subjects: HG Finance
• Online Access: http://ir.unimas.my/id/eprint/15218/2/Revisiting%20Attitude%20-%20Copy.pdf; http://ir.unimas.my/id/eprint/15218/; https://www.scopus.com/inward/record.uri?eid=2-s2.0-84961621929&partnerID=40&md5=1860966750d470acf5bd1aedd930036c

Attitude towards advertising, its antecedent and outcome are welldocumented 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...