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Journal of Business & Retail Management Research
Vol-12, Issue 2, July 2018
ISSN 1751-8202 (Print) ISSN 2056-6271 (Online)
www.jbrmr.com

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 School of Multimedia Technology and Communication Universiti Utara, Sintok, Kedah, Malaysia Hassan Abu Bakar School of Multimedia Technology and Communication Universiti Utara, Sintok, Kedah, Malaysia Bahtiar Mohamad School of Multimedia Technology and Communication Universiti Utara, Sintok, Kedah, Malaysia


KEY WORDS

Advertising appeal, Behavioral intention, Attitude, Cultural norms, Theory of Planned Behavior, and Global Leadership and Organizational Behavior Effectiveness (GLOBE).

ABSTRACT

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 literature. This article aims to provide insight of the theoretical framework that addresses cultural norms based on Global Leadership and Organizational Behavior Effectiveness (GLOBE) cultural dimensions as the moderating factor in explaining the association between the advertising appeal and behavioral intention. In addition, this paper explores the possibility of the mediating role of the attitude in the association between advertising appeal and intention which may be studied further to determine the empirical finding based on the Theory of Planned Behavior.

 

DOI: https://doi.org/10.24052/JBRMR/V12IS02/RBTAAABITMROTATAAAMROCN




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This work is licensed under a Creative Commons Attribution 3.0 unported (CC BY 3.0)

 
 
 
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