The Relationship Between Perceived Ad Morality and Behavioral Intentions Exploring the Mediation Effect : Indian Women's Perspective Using Structural Equation Modeling (Record no. 49657)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02236nam a2200205 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20180423132420.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 180423b ||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Kazi, Roshan |
| 9 (RLIN) | 31285 |
| 245 ## - TITLE STATEMENT | |
| Title | The Relationship Between Perceived Ad Morality and Behavioral Intentions Exploring the Mediation Effect : Indian Women's Perspective Using Structural Equation Modeling |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 7-23 P. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Purpose : Writings on advertising ethics are huge. This paper analyzed that women are dehumanized, as beauty industries misrepresent their images and their portrayal. The fundamental purpose of this study was to confirm the relationships between 'perceived morality in ads' and 'behavioral intentions'. Further, it also aimed to confirm mediation effect of 'feelings' and 'advertiser belief' between 'perceived morality in ad' and 'behavioral intentions'.<br/><br/>Methodology : This paper considered a female perspective in evaluating morality in Indian ads, which was empirically tested using structural equation modeling. The study was conducted in Pune city of India by employing cross - sectional design. An integrative conceptual model was developed and tested by employing SEM using AMOS 21 (analysis of moment structures).<br/><br/>Findings : The results suggested that the relationship between 'perceived morality in ads' and 'behavioral intentions' was mediated by 'feelings' and 'advertiser beliefs'. Further, 'feelings' and 'advertiser beliefs' were antecedents to 'behavioral intentions'. No significant relationship was found between 'feelings' and 'advertiser beliefs'.<br/><br/>Originality/Value : This paper contributed to the existing literature by proposing a framework of the interrelationships of 'feelings' and 'advertiser beliefs'. An integrative conceptual model was developed and tested for the first time to understand the female perspective in evaluating morality in Indian ads. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Female Perception |
| Uncontrolled term | Ethical Advertisements |
| Uncontrolled term | Structural Equation Modelling |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Singh, Archana |
| 9 (RLIN) | 31286 |
| Personal name | Sharma, Adya |
| 9 (RLIN) | 31287 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 30328 |
| Host Itemnumber | 70213 |
| Main entry heading | GILANI, MEENAKSHI |
| Place, publisher, and date of publication | GILANI MEENAKSHI NEW DELHI |
| Other item identifier | 5558615 |
| Title | PRABANDHAN |
| International Standard Book Number | 0975-2854 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 23/04/2018 | Vol 11, No 3/ 5558615JA1 | 5558615JA1 | 23/04/2018 | 23/04/2018 |