EFFECT OF ADVERTISEMENT ON CONSUMER BEHAVIOUR

Abstract

Consumer purchasing behaviour is a critical component of any marketing plan aimed at maximising market output. This study aims to determine how advertisement affects consumer buying behaviour and brand loyalty by considering a mediator between brand awareness and the moderating role of perceived quality Advertisements significantly predicted brand awareness, brand loyalty, and consumer purchase behaviour, according to the research. Furthermore, brand awareness mediated the relationship between advertisement and brand loyalty and consumer purchasing behaviour to some extent. Furthermore, the relationship between brand awareness, brand loyalty, and consumer buying behaviour is significantly modulated by perceived quality. This study has added to the literature and provided new insights into the practical consequences, as well as the survey's future roadmap, based on these findings.