Surendra N. Singh

TL;DR: In this article, the authors developed measures of attitude toward the brand (Ab) and purchase intentions (PI) and assessed their psychometric validity within a well-established, attitude towards the ad theoretical framework.

TL;DR: In this paper, the authors discuss the challenges faced by charities in soliciting adequate resources to carry out their mission, as well as the challenges they face in finding adequate resources for their work.

TL;DR: The authors investigated two competing explanations of the mere exposure effect, the cognition-based perceptual fluency/misattribution theory (PF/M) and the affect-based hedonic fluency model (HFM).

TL;DR: This paper appraise popular factor retention practices in marketing, demonstrate how they may lead to the development of inefficient theories, draw attention to a number of resources for choosing appropriate retention criteria, and develop an easy-to-use Web-based engine to effortlessly implement one such method, parallel analysis.

TL;DR: The authors empirically examined how the feelings elicited by television programs and the liking of television programs affected viewers' evaluations of commercials and found that the influence of program liking on attitude toward the ad, and subsequently on attitude towards the brand, was moderated by both commercial involvement and the commercial's position in a sequence of commercials.