Table 7

Study 2: Multivariate Analysis of Covariance of the Effects of Creativity as a Criterion in Advertisement Evaluations

VariablesFpEffect Size
Brand familiarity on:
Advertisement attitude  0.000.986.000
Brand attitude  4.981.026.008
Purchase intentions  4.967.026.008
Perceived creativity on:
Advertisement attitude33.925.000.247
Brand attitude21.220.000.170
Purchase intentions25.555.000.198
Dummy on:
Advertisement attitude  1.456.234.005
Brand attitude  0.407.666.001
Purchase intentions  1.359.258.004
Dummy × creativity on:
Advertisement attitude  1.334.231.015
Brand attitude  0.978.446.011
Purchase intentions  1.868.072.021
  • Note: n = 641. *p < .05. **p < .01.