This research examines how the consumer responds to corporate advertising by a global BtoB advertiser. Based on the theory of consumer knowledge, corporate reputation, Attitude toward the Ad (Aad), and global consumer culture, this study assumes a positive relationship between Aad and corporate reputation, and in turn, word-of-mouth intentions. In addition to causal relationships, the moderating effects of level of knowledge were tested. The results showed positive causal relationships among consumer knowledge, brand attitude, and word-of-mouth communication. However, the moderating effects of level of knowledge were not fully supported. The implications and limitations of these results are discussed.

This research is underpinned by the theory of planned behaviour to examine how past experience impacts on intention to engage in cosmetic procedures. Findings are expected to help researchers understand decision-making related to cosmetic procedures and assist industry practitioners to identify factors that drive consumers to repeat a cosmetic procedure.