On the Formation and Relationship of Ad and Brand Attitudes: An Experimental and Causal Analysis
通过实验和因果分析，研究广告态度与品牌态度的形成过程及两者之间的关系，对营销学者和广告从业者理解消费者态度形成机制有参考价值。
Paul W. Miniard, Sunil Bhatla, Randall L. Rose, On the Formation and Relationship of Ad and Brand Attitudes: An Experimental and Causal Analysis, Journal of Marketing Research, Vol. 27, No. 3 (Aug., 1990), pp. 290-303