Product Novelty: Does it Moderate the Relationship between Ad Attitudes and Brand Attitudes?
- 1 October 1987
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 16 (3), 39-44
- https://doi.org/10.1080/00913367.1987.10673084
Abstract
This study examines the role that product novelty plays in influencing a number of attitude-related variables, as well as its role in moderating the relationship between ad attitudes and brand attitudes. The results of an experiment indicate that the formation of brand attitudes for a novel or unconventional product may depend more heavily on consumers' affective reaction to the advertisement than on their brand-related beliefs.Keywords
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