The Relative Roles of Brand Beliefs and Attitude toward the ad as Mediators of Brand Attitude: A Second Look
研究发现，当更全面地测量品牌信念（包括形象属性）时，信念对品牌态度的预测作用增强，而广告态度的独特贡献减弱，为理解三者关系提供了新视角。
A modal finding in prior research has been that attitude toward the advertisement (A Ad ) outperforms brand beliefs in explaining brand attitude. The author shows that when beliefs are covered more comprehensively (so that image attributes are included in addition to the usual utilitarian attributes), the role of beliefs as predictors is enhanced. Consequently, the nonredundant contribution of attitude toward the ad is reduced. New issues are raised about the interrelationships among brand beliefs, A Ad , and brand attitude, and directions for future research to address these issues are suggested.