... perceived as authentic are likely to benefit from an enhanced corporate reputation, which in turn shapes consumer attitudes. Thus, we propose: H2. Corporate Reputation (CR) mediates the relationship between Perceived Brand Authenticity (PBA) and Brand Attitude (BA). Consumers often...

... examines the underlying beliefs that may account for perception of advertising among these new Chinese generations. The main objective of this paper is to assess the perceptions of the consumers’ attitudes towards advertising in general among the Chinese new‐generations. The university student...

... statement use. Some further, more general suggestions are made concerning the implications of social constructionism for corporate communications. © MCB UP Limited 1998 Consumer attitudes Corporate communications Marketing concept Mission statements as corporate communications...