The effects of multiple‐ads and multiple‐brands on consumer attitude and purchase behavior

TLDR: In this article, the dual mediation model has been used to explain consumer responses toward an ad and a brand and found that the higher level of affective responses to a focal ad significantly leads to a higher evaluation of that ad.

Abstract: Purpose – The purpose of this research is to show how the dual mediation model has been used to explain consumer responses toward an ad and a brand. This study attempts to incorporate ad affect and competition into the framework and examine the effects of advertising on consumers' attitudes and purchase intentions in multiple‐ad and multiple‐brand environments.Design/methodology/approach – A total of 165 usable data (54 percent female, mean age=36.2) were collected from an experiment conducted in North America.Findings – The findings revealed that the higher level of affective responses to a focal ad significantly leads to a higher evaluation of that ad. Our findings also indicated that information about a competing ad and brand is processed comparatively and that evaluations of the competing ad and brand negatively influence evaluations of a focal ad and brand.Originality/value – Important theoretical contributions of this study are that ad affect is an important determinant in the formation of ad attitu...