The cross-platform synergies of digital video advertising: Implications for cross-media campaigns in television, Internet and mobile TV

Attitudinal effects of mere exposure.

Robert B. Zajonc · Journal of Personality and Social Psychology · 1968 · 6.6K citations

Social Sciences, Behavioral Sciences, Psychology +3

Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement

Richard E. Petty, John T. Cacioppo, David W. Schumann · Journal of Consumer Research · 1983 · 4.6K citations

Business, Marketing, Marketing Management +14

An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context

Scott MacKenzie, Richard J. Lutz · Journal of Marketing · 1989 · 2.1K citations

Business, Marketing, Marketing Management +13

The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations

Scott MacKenzie, Richard J. Lutz, George E. Belch · Journal of Marketing Research · 1986 · 2K citations

Business, Marketing, Marketing Management +14

Measuring Attitude toward the Brand and Purchase Intentions

Nancy Spears, Surendra N. Singh · Journal of Current Issues & Research in Advertising · 2004 · 1.7K citations

Business, Marketing, Marketing Management +13