brand attitude

Antecedents and Influence of Social Media Influencers’ Credibility on Brand Attitude: Findings from PLS-SEM and NCA

On: May 20, 2025

Nowadays, it is common to engage social media influencers (SMIs) in social marketing to promote brands and products. Nevertheless, the effect of influencer marketing in Malaysia, especially the credibility of SMIs and its impact on brand attitude, has not been subject to much discussion. Therefore, the goal of this studyContinue Reading

Cognition and Emotion: Exploration on Consumers Response to Advertisement and Brand

By: khairul23

On: October 7, 2022

Cognition and emotion are known to be drivers of information and message processing, leading to attitude formation. This research hypothesises that emotion, specifically intense positive mood, would elicit better ad and brand evaluations. This paper examined the role of the Associative Network Theory of Memory and Emotion (ANTME) within theContinue Reading