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Published by: Allied Business Academies
Published in: "Academy of Marketing Studies Journal", 2012
Length: 23 pages

Abstract

Exploring the effects of advertisement on attitude toward a brand has been a major concern to marketing scholars for decades. However, the literature on brand attitudes is so broad and the areas of focus of researchers are so fragmented that cognitive and affective elements and processes involved are often studied in isolation, neglecting the joint effects of these variables and resulting in a disconnected literature. In this paper, an integrative model of determinants and moderators of attitude toward the brand is provided along with a brief literature review of its formation and change. Key features of the model are; (1) comprehensive discussions on antecedents and moderators of brand attitude including new and traditional viewpoints; (2) inclusion of affect in the model; (3) distinction between positive and negative affect and their different paths of influence on attitude; (4) recognition of the role of brand familiarity especially in moderating affective impacts on brand attitude; (5) inclusion of irrelevant thoughts and their role on cognitions; (6) a more updated discussion of cognitive capacity theory and its implications on the model; and (7) distinction between informational ads and emotional ads in the formation of attitude toward the brand.

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Abstract

Exploring the effects of advertisement on attitude toward a brand has been a major concern to marketing scholars for decades. However, the literature on brand attitudes is so broad and the areas of focus of researchers are so fragmented that cognitive and affective elements and processes involved are often studied in isolation, neglecting the joint effects of these variables and resulting in a disconnected literature. In this paper, an integrative model of determinants and moderators of attitude toward the brand is provided along with a brief literature review of its formation and change. Key features of the model are; (1) comprehensive discussions on antecedents and moderators of brand attitude including new and traditional viewpoints; (2) inclusion of affect in the model; (3) distinction between positive and negative affect and their different paths of influence on attitude; (4) recognition of the role of brand familiarity especially in moderating affective impacts on brand attitude; (5) inclusion of irrelevant thoughts and their role on cognitions; (6) a more updated discussion of cognitive capacity theory and its implications on the model; and (7) distinction between informational ads and emotional ads in the formation of attitude toward the brand.

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