This study examines the relationship of five constructs: perceived trust, perceived usefulness, attitudes towards advertising, and behavioral intention on the use of advertising legal services. Based on literature review and a theory, a framework was developed. A quantitative survey was conducted in order to identify whether there are relationships among constructs and to evaluate customers’ perceptions of advertising by business lawyers and their behavioral intention. Findings indicated there is a positive relationship among constructs. Perceived usefulness was the most significant construct, it influenced attitudes towards advertising and behavioral intention more than other constructs. Attitudes towards advertising and perceived trust do not have a strong impact as perceived usefulness, since advertising legal services is new in the marketing field. Results from SEM showed a good fit between the model and the data. There were no differences among the constructs with respondents that use or not the services of a lawyer in the past.

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