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The role of confidence in attitude–intention and beliefs–attitude relationships
Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
2009 (English)In: International Journal of Advertising, ISSN 0265-0487, Vol. 28, no 5, 863-880 p.Article in journal (Refereed) Published
Abstract [en]

Confidence – how certain a consumer feels about his or her evaluation of a brand – is of interest to advertising researchers since it appears to be more susceptible to advertising exposure and repetition than other, more commonly used outcome variables, such as brand attitude and purchase intention. However, the role of confidence is not clear. A number of studies in marketing find that confidence predicts purchase intention, whereas other studies, mostly in psychology, find that confidence moderates attitude–intention or attitude–behaviour relationships. These differences in results may be the result of method differences, as the two groups of studies differ in several ways in their methodologies. The present study tests the role of confidence using data from four large sample internet advertising surveys and finds that confidence moderates the attitude–intention relationship. In addition, the study tests whether or not confidence moderates the belief–attitude relationship and finds that confidence moderates this relationship too.

Place, publisher, year, edition, pages
Warc , 2009. Vol. 28, no 5, 863-880 p.
National Category
Business Administration
URN: urn:nbn:se:su:diva-36480ISI: 000272482300006OAI: diva2:289507
Available from: 2010-01-25 Created: 2010-01-25 Last updated: 2010-01-25Bibliographically approved

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