The effects of advertising appeals on consumers’ behavioural intention towards global brands: the mediating role attitude and the moderating role of uncertainty avoidance

• Main Authors: Raza, Syed Hassan, Abu Bakar, Hassan, Mohamad, Bahtiar
• 格式: Article
• 出版: Emerald Publishing Limited 2019
• 主题: HD28 Management. Industrial Management
• 在线阅读: http://repo.uum.edu.my/27004/; http://doi.org/10.1108/JIMA-11-2017-0134

This study aims to examine the effects of the advertising appeals (AP) on consumers’ behavioural intention, specifically to use global brands. In addition, the study investigates how attitude operates as a process variable that mediates the relationship between AP and behavioural intention (BI). Thi...