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Abstract

The testing of the MacKenzie, Lutz, and Belch models (1986) of the relationships among A_ad, brand cognitions (COG_{b or t}), attitudes (AFF_{b or t}), and intentions (INT_{b or t}) was extended to the nontraditional context of social advertising compared to consumer goods advertising and for low compared to highly involving topics (or products). The results indicate that A_ad not only has a direct influence on AFF_{b or t}, but also had an indirect influence via COG_{b or t} within both a social context and a consumer goods context, either for low or highly involving topics or products. The impact of AFF_{b or t} on AFF_ad is not significant in any of the 4 conditions. Implications for social marketing are given.

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Attitude toward the Ad: Its Influence in a Social Marketing Context

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