Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 3 of 3 for “"Ad attitude"”.
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The Relationship Between Attitude Toward the Ad and Intention: A Quasi-Experimental Analysis
… joint and individual influences of brand usage attitudes and attitudes toward the ad on intention. There appears to be confusion over the theoretical and operational approach that should be applied when investigating the influence of ad attitudes in the consumer decision making process. This …
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A cross-cultural study on the persuasive effectiveness of fear appeals messages in advertising : an empirical investigation on Canadian and Chinese subjects
… experiment was conducted using 12 anti-smoking ads with three levels of fear appeals (high, moderate, and low) and two types of fear appeals (physical and social) on 173 Canadian and 180 Chinese subjects. The findings indicated that the Canadian subjects experienced attitude change toward …
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ASMR in advertising and its effects : the moderating role of product involvement and brand familiarity
… This study looks at the effects of ASMR in advertising on viewers’ positive affect, attitudes and purchase intentions. Furthermore, the study investigates the moderating effects of product involvement and brand familiarity with ASMR ads. The findings reveal that ASMR ads promote a higher …