Title: Advertisements and consumer buying intentions, the impact on brands alterations

Authors: Shamsher Singh; Gouri Malhotra

Addresses: Banarsidas Chandiwala Institute of Professional Study, GGSIP University, New Delhi, 110075, India ' Amity School of Communication, Amity University, Noida, 201303, India

Abstract: The use of animated spokescharacters is the latest endorses for the effectiveness of advertisement along with the standard endorsers: Celebrities, employees and customers. This study is aimed at exploring the mediating role of brand preference between the effectiveness of advertisements using animated spokescharacter and purchase intention. Data were collected from 362 customers of the national capital region (NCR) of India through a structured questionnaire and data were analysed using Statistical package for the Social Sciences (SPSS) and Amos 21 version. The results had revealed that brand preference fully mediates the relationship between the effectiveness of advertisement using animated spokescharacter and purchase intention. It also revealed that there is a positive influence of advertisement using animated spokescharacter on brand preference and purchase intention. Further, it confirms the positive and significant influence of brand preference on purchase intention.

Keywords: animated spokescharacter; endorser; effectiveness of advertisement; brand preference; purchase intention.

DOI: 10.1504/IJTGM.2023.136128

International Journal of Trade and Global Markets, 2023 Vol.18 No.4, pp.407 - 419

Accepted: 20 Jan 2023
Published online: 17 Jan 2024 *

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