Relationships between the advertising appeal and behavioral intention: the mediating role of the attitude towards advertising appeal

• 主要な著者: Raza, Syed Hassan, Abu Bakar, Hassan, Mohamad, Bahtiar
• フォーマット: Conference or Workshop Item
• 言語: English
• 出版事項: EDP Sciences 2017
• 主題: P Philology. Linguistics
• オンライン･アクセス: http://repo.uum.edu.my/20905/1/shsconf_icome2017%201%206vii.pdf; http://repo.uum.edu.my/20905/; http://doi.org/10.1051/shsconf/20173300022

The link between the advertising appeal, attitude and behavioral intention is dynamic in nature, however, little research has been pursued towards explaining the mediating role of attitude towards the advertising in link of the advertising appeal with the behavioral intention. Researchers have iden...