Using a cognitive-response approach, this study empirically examines the immediate antecedents of attitude-toward-the-ad. Attitude-toward-the-ad was found to be influenced by brand-related (primarily product) thoughts and nonbrand-related (ad execution) thoughts. The nature of these relationships, however, was moderated by individuals' involvement with the advertised message.
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Muehling et al. (2012) studied this question.
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