Effects Of Structural And Perceptual Factors On Attitudes Toward The Website
Sally J. McMillan University of TennesseeJang-Sun Hwang and Guiohk Lee Seoul University
Atittude toward the advertisement (A AD) is a widely used measure of the effectiveness of advertising. Researchers have consistently found that positive AAD is an early step on a hierarchy that leads to higher-level effects such as purchase intention and brand loyalty (Brown and Staymen, 1992; Bruner and Kumar, 2000; Lord, Lee, and Sauer, 1995; Shimp, 1981). Recent work has adapted this concept to measure...