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Keywords: Advertisement believability
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Journal Articles
Muhammad Mustafa Raziq, Qazi Mohammed Ahmed, Mansoor Ahmad, Saquib Yusaf, Aymen Sajjad, Salman Waheed
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2018) 36 (6): 678–693.
Published: 18 June 2018
... are analyzed using a variance-based structural equation modeling. Findings The relationship of advertising skepticism with attitude toward brand is negative and partially mediated by the sequence of brand image, advertisement believability and attitudes toward advertisement. In contrast, the relationship...
