Title: Brand attitude and purchase intention linkages in smartphone advertising: moderating role of psychological contract violation

Authors: Shikha Karamchandani; Anushree Karani; Mitesh Jayswal

Addresses: Postgraduate Department of Business Management, Sardar Patel University, Anand, Gujarat, India ' Postgraduate Department of Business Management, Sardar Patel University, Anand, Gujarat, India ' Postgraduate Department of Business Management, Sardar Patel University, Anand, Gujarat, India

Abstract: Smartphone use has increased over the last decade, with an estimate of 760 million users in 2021. Because of the widespread availability of internet connectivity on smartphones and pervasive versatility, the way consumers associate with brands has shifted. It is essential to understand the factors by which brand attitude is shaped and how brand attitude leads to purchase intention. With this, the current study examines the impact of perceived advertisement value and context awareness value on purchase intention with mediating role of brand attitude and moderating role of psychological contract violation. The study adopted a descriptive single cross-sectional research design with quota sampling. The data was collected via a structured questionnaire through Google forms from 200 millennials of the Gujarat State. The study establishes that the perceived value of advertising and context awareness value positively contributed to brand attitude, and brand attitude also positively associated to purchase intention. The study also highlights that brand attitude positively mediates the relationship between advertising, context awareness value, and purchase intention. Further, the novel contribution of the study is how psychological contract violation moderates the relationship between brand attitude and purchase intention.

Keywords: perceived advertising value; context awareness value; brand attitude; psychological contract violation; PCV; purchase intention.

DOI: 10.1504/IJEMR.2023.131810

International Journal of Electronic Marketing and Retailing, 2023 Vol.14 No.3, pp.237 - 256

Received: 01 May 2021
Accepted: 27 Sep 2021
Published online: 04 Jul 2023 *

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