Construct · 1 fields · 1 citations

dual mediation hypothesis: a standalone construct

One name. One construct. A landmark on the map.

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dual mediationhypothesis1 CONSTRUCTDual mediationMACKENZIE · ADVERTISING

A single standalone construct; nearby constructs are located against it in the Collider. Tap a field for its definition, unit, and measures.

Advertising

the proposal that attitude toward an ad shapes brand attitude both directly and through brand cognitions.

In advertising, dual mediation hypothesis refers to the proposal that attitude toward an ad shapes brand attitude both directly and through brand cognitions. This meaning comes from MacKenzie (1986) in Journal of Marketing Research.[1]

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Nearby constructs

attitude6 fields · 12 citationsjingle · one name, six constructshypothesis2 fields · 2 citationsjingle · one word, two constructsmediation5 fields · 9 citationsjingle · one word, five constructs

References

  1. MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. Journal of Marketing Research, 23(2), 130-143. https://doi.org/10.1177/002224378602300205

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