Abstract
Abstract This study investigates the mediating role played by beliefs, cognitive responses, and attitude-toward-the-ad in the brand attitude formation process. A model is proposed and tested which examines the interrelationship of these factors under both “high” and “low” message involvement conditions. Findings generally support the hypothesized model. In high-involvement conditions, brand attitudes are a function of brand beliefs (which are influenced by valenced message-related thoughts) and attitude-toward-the-ad (influenced by message- and ad-related responses). In low-involvement conditions, brand attitudes are primarily influenced by attitude-toward-the-ad (which is the result of ad-related and “other” thoughts).
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