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Abstract
Purpose - This study attempts to investigate whether consumers' attitude towards advertisements (Aad) that they are exposed to has an influence over their attitude towards brand (Ab) and purchase intention (PI) of the advertised product.
Design/methodology/approach - The study is empirical in nature focusing on Yemeni female consumers in Taiz city, the largest city in Yemen. The convenient samples were shown an advertisement of Al Kamariah, a popular brand of ghee cooking oil before responding to a structured questionnaire. A total of 125 respondents participated in this study.
Findings - Consumers' attitude toward advertisement has positive and significant effects on their attitude toward brand as well as on their purchase intention. Attitude toward brand partially mediates between attitude toward advertisement and purchase intention.
Practical implications - Findings imply the importance of advertisement to be adopted by practitioners in their strategic marketing as it helps in communicating positive brand image and influencing consumers' intention to purchase the advertised product.
Originality/value - In this study, the said relationships amongst the three variables are revisited. The difference lie in the use of consumers from Yemen, which is considered as a poor country compared to developed countries investigated in past studies. Besides, a real product advertisement was used on this study rather than arbitrary advertisement. This will provide the first insight on Yemeni consumer's behavior.
Keywords: Attitude towards Advertisement, Attitude towards Brands, Purchase Intention, Consumers, Yemen
Paper type: Research paper
Introduction
In trying to understand what triggers consumer's behavior, the role of attitude has been explored by many researchers on which its importance has already been acknowledged. Today, research on attitude has been expanded to include attitude that relates to product advertisements and brands found in the marketplace as can be found in consumer behavior and communication literature. Consumer's attitude towards one object for instance is said to affect his/her attitudes towards another object with which it is associated. As Hoyer and MacInnis (1997) explain, consumer's liking and affection of an advertisement (the liking can be due to any reason or reasons known) will eventually be transferred to the product's brand.
In this study, we attempt to investigate if consumers' attitude towards advertisements that they are exposed to (Aad) has an influence over their attitude towards brand...