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Advertising appeal
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Topic Article
Relationships between the advertising appeal and behavioral intention: The mediating role of the attitude towards advertising appeal and moderating role of cultural norm
Syed Hassan Raza • Hassan Abu Bakar • Bahtiar Mohamad
Volume 12 Issue 2 · 19 Jan 2018
Studies have identified the importance of the attitude in the association with advertising appeal. However, the factors involved in direct and indirect effects of attitude remain unaddressed in the advertising appeal li…