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

• Main Authors: Ting, H., Chuah, F., Cheah, J., Memon, M.A., Yacob, Y.
• Format: Article
• Published: Universita Putra Malaysia 2015
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-84961621929&partnerID=40&md5=1860966750d470acf5bd1aedd930036c; http://eprints.utp.edu.my/30789/

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...