Reliability as a moderator in the relationship between the antecedents and consequences of general attitude toward advertising

South Asian Journal of Marketing, 2022-12, Vol.3 (2), p.97-115 [Peer Reviewed Journal]

Priyam Ghosh, Mothilal Lakavath, Karthikeyan Somaskandan and Satyanarayana Parayitam. This work is published under http://creativecommons.org/licences/by/4.0/legalcode (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 2719-2377 ;EISSN: 2738-2486 ;DOI: 10.1108/SAJM-09-2021-0112

Full text available