Abstract
The purpose of this study is to measure the relationships among visual advertising value, brand attitude and customer behaviors based on Value–Attitude–Behavior Model in the Chinese alcoholic beverages industry. PLS-SEM is adopted to analyze data by using SmartPLS 4. Findings demonstrate that informational value and credibility value positively influence brand attitude, which later significantly affects repeat purchases and willingness to recommend. This study makes a theoretical contribution to relationships among advertising, brand attitude and customer behaviors.
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