Attitude
This topic currently groups 3 published articles across 2 issues.
Factors affecting souvenir purchase behavior: valuable insight for tourism marketers and industry
Meitiana Meitiana • Margono Setiawan • Fatchur Rohman • Dodi W. Irawanto
Volume 13 Issue 03 · 01 Apr 2019
This study aims to identify the factors that influence decision making on souvenirs by using the Theory of Planned Behavior. The approach used in the research method is quantitative approach, and the sample determinatio…
The impact of humorous advertising on consumer's buying, word of mouth and recall
Ghada W. El-tazy • Hesham O. Dinana
Volume 12 Issue 2 · 19 Jan 2018
This paper aims at investigating the effect of “humorous advertising” on the Egyptian viewer. It is studying the effect of humorous advertising (HA) on the consumer’s buying behaviour, probability to p…
Relationships between the advertising appeal and behavioral intention: The mediating role of the attitude towards advertising appeal and moderating role of cultural norm
Syed Hassan Raza • Hassan Abu Bakar • Bahtiar Mohamad
Volume 12 Issue 2 · 19 Jan 2018
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 li…