Relationships between the advertising appeal and behavioral intention: The mediating role of the attitude towards advertising appeal and moderating role of cultural norm

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.