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- W1993247733 abstract "The testing of the MacKenzie, Lutz, and Belch models (1986) of the relationships among A ad , brand cognitions (COG b or t ), attitudes (AFF b or t ), and intentions (INT b or t ) was extended to the nontraditional context of social advertising compared to consumer goods advertising and for low compared to highly involving topics (or products). The results indicate that A ad not only has a direct influence on AFF b or t , but also had an indirect influence via COG b or t within both a social context and a consumer goods context, either for low or highly involving topics or products. The impact of AFF b or t on AFF ad is not significant in any of the 4 conditions. Implications for social marketing are given." @default.
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- W1993247733 date "2010-05-25" @default.
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- W1993247733 title "Attitude toward the Ad: Its Influence in a Social Marketing Context" @default.
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- W1993247733 doi "https://doi.org/10.1080/15245001003746782" @default.
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