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

Abstract

Scott B. MacKenzie, Richard J. Lutz, George E. Belch, The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations, Journal of Marketing Research, Vol. 23, No. 2 (May, 1986), pp. 130-143