Ads promoting OTC medications: The effect of ad format and credibility on beliefs, attitudes, and purchase intentions

This investigation explores the effects of ad credibility and ad format (direct comparative vs. noncomparative) on consumers' beliefs, attitudes, and purchase intentions for over-the-counter (OTC) medications. It is hypothesized that ad credibility moderates the effects of ad format. To test th...

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Bibliographische Detailangaben

Veröffentlicht in:	Journal of business research 1997-11, Vol.40 (3), p.219-227
Hauptverfasser:	Kavanoor, Sukumar, Grewal, Dhruv, Blodgett, Jeff
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising campaigns Consumer attitudes Consumer behavior Credibility Nonprescription drugs Studies
Online-Zugang:	Volltext
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