Title: Advertisement attitude, brand attitude and purchase intention - reciprocal and mediation effect study

Authors: P. Ganesan; M. Sridhar; Saranya Priyadharsani

Addresses: VIT Business School, VIT University, Vellore 632 014, Tamil Nadu, India ' VIT Business School, VIT University, Vellore 632 014, Tamil Nadu, India ' VIT Business School, VIT University, Vellore 632 014, Tamil Nadu, India

Abstract: The aim of this study to examine the reciprocal relationship hypothesis between attitude towards advertisement (Aad) and brand attitude (Abr), and how they influence the customer purchase intention (PI) with how Aad and Abr act as a mediator in predicting the PI. There was a reciprocal relationship between Abr and Aad. The perfect mediation of Abr between Aad and PI explains the Aad is mediated by Abr to determine the PI of the product. The pathway from Aad through the mediator (1) Abr predicts PI better than the second pathway, from Abr through the mediator (2) Aad on predicting PI. The causal sequence of Aad → Abr → PI relationship tested in the existing studies considered attitude towards brand as a best mediator in the relationship between Aad and PI, whereas in the second path of Abr through the mediator (2) Aad did not support the predicting of PI.

Keywords: advertisements; brands; brand attitudes; reciprocal hypothesis; purchase intention; FMCG industry; adverts; consumer attitudes; fast moving consumer goods.

DOI: 10.1504/IJBEX.2016.076781

International Journal of Business Excellence, 2016 Vol.9 No.4, pp.488 - 510

Received: 28 Apr 2014
Accepted: 30 Aug 2014
Published online: 01 Jun 2016 *

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