The effects of advertising appeals on consumers’ behavioural intention towards global brands: the mediating role attitude and the moderating role of uncertainty avoidance
This study aims to examine the effects of the advertising appeals (AP) on consumers’ behavioural intention, specifically to use global brands. In addition, the study investigates how attitude operates as a process variable that mediates the relationship between AP and behavioural intention (BI). Thi...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Published: |
Emerald Publishing Limited
2019
|
| Subjects: |