The mediating role of attitude towards values advocacy ads in evaluating issue support behaviour and purchase intention

Material TypeArticleLanguageEnglish
TitleThe mediating role of attitude towards values advocacy ads in evaluating issue support behaviour and purchase intention Author(S)Yoon-Joo Lee (Author)
Abstract  Through an experimental design, this study examines the mediating role of attitude towards values advocacy advertising sponsored by Miller and McDonald’s. Adopting hierarchy-of-effects perspectives, the study examined the role of attitude towards the values advocacy advertising in evaluating purchase intention and issue support behaviour. The study results revealed that AValuesAdvocacyAd is a mediator for predicting issue support behaviour when consumers perceive a company’s value advocacy advertising as driven by public-serving motives ...Paginationp 233-254
SubjectManagementDescriptorsAdvertising
Journal TitleInternational Journal of Advertising  
Permanent Linksclick here