Effects of Influencer Marketing on Brand Attitude and Purchasing Intention: A Case of Wanghong Marketing of Korean Companies

2021 ◽  
Vol 93 ◽  
pp. 41-53
Author(s):  
Gil-Sung Kim
Keyword(s):  
Brand Attitude ◽  
Purchasing Intention

Analysis of the moderating effect of front-of-pack labelling on the relation between brand attitude and purchasing intention

2021 ◽  
Vol 122 ◽  
pp. 304-310
Author(s):  
Cayetano Medina-Molina ◽  
Manuel Rey-Moreno ◽  
Rafael Periáñez-Cristóbal
Keyword(s):  
Brand Attitude ◽  
Moderating Effect ◽  
Purchasing Intention

Advertising Collision in Social Media amid Facebook and Twitter

2018 ◽  
Vol 6 (8) ◽  
pp. 329
Author(s):  
Kavitha .R
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Communication Strategies ◽  
Brand Attitude ◽  
Mediating Effect ◽  
Marketing Communication ◽  
Purchasing Intention ◽  
Social Media Advertising ◽  
The Relationship

Marketers have recognized that social media advertising has an important part of their marketing communication strategies. Also, social media helps the organization to communicate with their customers. Social media becomes part of a person’s life. The relationship between social media and customer decision making present that social media affects advertising attitudes and brand attitude and purchasing intention of customers. It will not necessarily affect customer’s decision making but might possess a mediating effect.

Product Involvement in the Link Between Skepticism Toward Advertising and Its Effects

2011 ◽  
Vol 39 (2) ◽  
pp. 153-159 ◽  
Author(s):  
Fang-Ping Chen ◽  
Jun-Der Leu
Keyword(s):  
Regression Model ◽  
Positive Attitude ◽  
Brand Attitude ◽  
Seemingly Unrelated Regression ◽  
Regression Equations ◽  
Product Involvement ◽  
Purchasing Intention ◽  
Unrelated Regression ◽  
Seemingly Unrelated Regression Model ◽  
Negative Effect

Each year businesses spend millions of dollars on advertising to engender a positive attitude among consumers about a specific brand, eliminate any mistrust and suspicion about advertising, and rectify wrong attributions about products. In this research we focused on how doubt about advertisements impacts on their effectiveness, in regard to brand attitude and purchasing intention. We adopted the seemingly unrelated regression model to estimate the parameter, and the mutual relationships among several regression equations are taken into consideration. There were 337 participants in this experiment, and as indicated by the result, doubt about advertisements had a negative effect on brand attitude and purchasing intention. This negative effect will disrupt product involvement.

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