Advertisements and consumer buying intentions, the impact on brands alterations Online publication date: Wed, 17-Jan-2024
by Shamsher Singh; Gouri Malhotra
International Journal of Trade and Global Markets (IJTGM), Vol. 18, No. 4, 2023
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.
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