1. Ijcrb.webs.com AUGUST 2011 VOL 3, NO 4
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
THE IMPACT OF ADVERTISING ON BRAND LOYALTY WITH THE MODERATION OF
CONSUMER BUYING BEHAVIOUR; A CONCEPTUAL FRAMEWORK
Aamna Shakeel Abbasi
Army Public College of Management Sciences
Department of Management Sciences
Ordinance road Lalkurti
Zip code: 46000, State code: 66
Email id: aamna.shakeel@hotmail.com
Ali Muslim Bin Aqeel
Army Public College of Management Sciences
Department of Management Sciences
Ordinance road Lalkurti
Zip code: 46000, State code: 66
Email id: alimuslimbinaqeel@hotmail.com
Ali Naseer Awan
Army Public College of Management Sciences
Department of Management Sciences
Ordinance road Lalkurti
Zip code: 46000, State code: 66
Email id: maliknali@hotmail.com
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2. Acknowledgements:
Mr. Adnan Riaz and Ms Fozia Malik have remained specially supportive and encouraging during the course of
completion of this research study and have provided the author with their useful and knowledgeable guidance.
ABSTRACT
This paper epitomizes the substance of advertising on the purchasing behaviour of the consumers. Likeability,
persuasiveness and brand personality created by the advertisement are the key factors which weight the
intentions of the consumers regarding the brand and the purchasing behaviour. With more ad likeability the
purchase behaviour will be strongly influenced. A creative and well executed ad has the power to persuade the
consumers regarding their purchase decisions and behaviour. Similarly brand personality created in the ad has a
direct impact on the purchasing behaviour of the buyer because the users relate the brand dimensions with their
own personality traits. Therefore the paper concludes that the positive impact of all these dynamics on the
buying behaviour of the consumer actually escorts towards consumer brand loyalty which is the main dimension
of getting competitive lead in this dynamic era.
Keywords: Likability, persuasiveness, brand personality, buying behaviour, brand loyalty.
1. Introduction
Advertising can be sketched reverse to the commencement of the traced record as it is the world‟s second oldest
profession. The custom of Rock art and wall painting can be traced back to Ancient Greece, Ancient Rome and
India which is practiced to this day in many parts of the world (Kotler and Armstrong, 2008). Various
cryptograms depicting diverse events and offers have been dug up by archaeologists in the states around the
Mediterranean Sea. Walls were painted by Romans to make known the gladiator fights; pictures were painted
by Phoenicians to sponsor their merchandise on hefty rocks along the spectacle course (Kotler and Armstrong,
2008). History depicts that bill boards and out door advertising are the most aged type of advertising. With the
expansion of the town and the cities and due to the inability of the masses to read different sort of merchants
used different images coupled with their trades just as cobbler a boot, tailor a suit, blacksmith a horse shoe.
Merchants used street callers to announce their whereabouts for the expediency of the shoppers.
As the education became an obvious need as well as the printing, the urbanized form of advertising began to
inflate. With this the tradition of news paper advertising and hand bills emerged and became common. With
more economic expansion and the success of print advertising and hand bills the idea of mail order advertising
surfaced and then radio advertisement and then leading towards Tele vision advertising. Even with the advent of
electronic advertising consumers are keener to disburse attention and route the information in print
advertisement (Wright, 1974; Batra, 1986). Now with the trends of E-commerce and globalization the
advertisers are encountering new boundaries and are moving forward to web advertising adding to the dot com
boom. 21st century has actually given birth to online advertising by focusing on a relevant frame work, self-
effacing and low profile ads seeking to help rather then overwhelming the users. This has come with analogous
efforts and an escalating drift of interactive marketing.
The magnitude of effective advertisement in the current spirited era is enhanced as the companies strive to pull
off competitive positioning through better advertising their products and services endeavour to differentiate their
offerings in the mind of their consumers and customers. Effective advertising is related towards likeness,
persuasion and attitude towards the advertisement (Mehta, 2000; Stone et al., 2000). Now companies are
devoting huge budgets on advertising aspiring to persuade the customers. Firms are willing to spend millions
and billions of money on making an ad of 60 seconds or even less as they know that an attractive ad will grab
the attention of the customers, change their opinion regarding the product or the service, persuade them to
purchase and ultimately enhancing the sales to increase the profit. Companies are now shifting to Google ad
words and Google ad sense to persuade the viewers.
The importance of advertising in the current situation cannot be denied as it is the initial as well as the most
important step in reaching and persuading the audience (Siropolis, 1997). We see advertisements every where
around us, on the Tele vision, radio, internet, mobile, carts, banners, sign boards, bill boards, news papers,
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3. magazines, trade journals and in store advertising. Due to this imperativeness of advertising in the modern era
the education of advertising is also becoming extensively common in bachelors, masters and the doctorate
degrees. A flow of advertising awareness is normally accredited to the strapping relation ship between cultural
and technological modifications.
Advertising is seen as a vital element for economic growth and success of the companies Ryans (1996) but
actually companies emphasize diminutive on the advertising research refuting its significance. Hence the
advertising research is the determinant to success of an ad in any realm. Hence the companies should not merely
focus on the production of an ad to enhance the sales solely but to identify the needs and taste of their customers
depending upon the culture (Fam 2006a) through advertising research and then fulfilling these needs through the
creation of an eye catchy ad to clutch the awareness of the customers and finally persuading them to purchase
their offerings. The advertisement strategies should be creative, artistic and should be executed in an artful
manner to gain long term benefits, brand loyalty and competitive advantage through emotional bonding,
persuading the buying behaviour of the customers by changing their intentions regarding the market offerings,
creating a unique brand personality and brand image.
2. Literature review
There is a mishmash of studies that pull glimmer on the atrociousness of advertising and its prominence on
consumer buying behaviour. In present world it has become dramatically difficult for the companies and the
advertisers to lead the concentration of their viewers and consequently have a brunt on their buying behaviour
(Robinson, 1997). In fact looking at advertisements is considered to be a squander of time and effort by the
majority people (Collett, 1994; Hollis, 1995). This habitually ends in wide awake attempts to steer clear of
advertisements (Byrant and Zillman, 1994) and rebuttal to retort to advertisements (Cummins, 1996). The
advertisements which are liked by the audience are considered to be finer and of high quality for enhancing the
assenting perceptions and the genuine brand image. With the passage of time it is now understood that
advertising likeability plays a vital role in influencing the consumer behaviour (Beil and Bridgewater, 1990).
2.1. Brand loyalty
Previous studies have shown that positive consumer behaviour through effective advertising lead to brand
loyalty. To fabricate and sustain the consumer loyalty mass media advertising is supplemented with more direct
and interactive methods (Baldinger and Robinson, 1996; Stewart, 1996). Brand loyalty results in meaningful
marketing gain, minimization of business costs and elevating business leverage (Aaker, 1991), confrontation
between the loyal customers to offering of the competitors (Dick and Basu, 1994) and uplifting revenues
(Reichheld, 1996). It is a vital link moving the market share and relative prices (Chauhduri and Holbrook,
2001). Oliver (1999) argued that it is imprudent to conclude loyalty merely from recurring buying pattern or
behavioural loyalty. Jacoby and Kyner (1973) integrated the two contradicting approaches, behavioural loyalty
and attitudinal loyalty to define the term brand loyalty.
Hypothesis 1: Brand loyalty is positively increased by increasing consumption behaviour.
2.2. Buying Behaviour
Consumer buying behaviour is given huge importance in the literature study of advertisements effectiveness.
According to Ajzen and Fishbein (1980) forecasting the consumers purchase behaviour is a source of computing
their intentions to procure just earlier than they make the actual purchase. The actual consumer behaviour is
leaded by the individual intentions (Ajzen, 2002). Personal attitude has a great control on the buying behaviour
when encountered with social pressures (Cooper and Donald, 2001) on the other hand Future actions or the
behaviour can be connected to the intentions that allow the individuals to attain the particular objectives
influenced by the social forces (Baggozi and Warshaw, 1990). The specific action of consumer depends upon
the beliefs about the benefits engaging with that exacting action or behaviour (Peter and Olson, 1996).
Consumer buying behaviour is influenced by the liking of the advertisement (DuPlessis, 1994a; Smith et al.,
2006), the emotions that form the attitude towards an advertisement (Morris et al., 2002), which then influences
the buying behaviour of consumers (Allen et al., 1992). The attitude towards advertisement is not only a strong
factor in determining the effectiveness of the advertisement but also work as an interceding variable between
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4. advertising and buying intentions of the viewers (Shimp, 1981), purchasing decision and behaviour depends
entirely on the advertisement without any assessment of the product itself (Gorn, 1982).
Hypothesis 2: Increased buying behaviour will augment the brand loyalty.
2.3. Likeability
There is a wide range of data that suggests the weight of advertisement likeability for envisaging the intentions
and behaviour of consumers. The review of the literature proposes diverse ideas, Some believe that likeability
and attitude towards advertisement is a result of cognitive viewpoint which can foresee the consumer behaviour
(Fishbein and Middlestadt, 1995) others assume that likeable advertisement corresponds to two times more
effective then an average advertisement (Beil and Bridgewater, 1990) still others concluded that likeability of
advertisements depends upon the element of entertainment and information provided ( Halley and balldinger,
1991). DuPlessis (1994b) considered involvement as an imperative aspect of likeability of advertisements
whereas product category (Beil and Bridgewater 1990) and culture (Fam 2006a) were proposed as an important
dimension in likeability of ads. Likeability is a noteworthy factor in advertising effectiveness having an impact
on the consumer intention and buying behaviour (Mitchell and Olson, 1991) whereas if the advertisement is able
to create a positive notion then it will make possible the consumer involvement ( MacKenzie and Lutz, 1989)
mounting the capability to stimulate and affect the buying behaviour ( Brown, 1991) developing liking for the
brand and then translating this likeability to purchase intention ( Smith et al., 2006).
Hypothesis 3: Brand loyalty is positively increased by advertisement likability.
2.4. Persuasiveness
Different ideas have been proposed depicting on the significance of persuasiveness of ads. Wells (1997)
believed that successful ads are persuasive, informative and salient whereas the persuasion is associated to ad
liking (Fishbein and Ajzen, 1975) in the context of involvement and relevance (Beil and Bridgewater, 1990).
Persuasion is related to Brand salience in TV advertisements (Haley et al., 1984), affective and cognitive
responses (Holbrook and Batra, 1987a), brand differentiation strategies in ads (Stewart and Furse, 1986),
advertising content (Mcewen and Leavitt, 1976; Pechman and Stewart, 1989). Therefore the advertisers should
clearly focus on the creativity and the execution of the advertising strategies in a strategic manner to persuade
the viewers.
Hypothesis 4: Brand loyalty is positively increased by advertisement persuasiveness.
2.5. Brand Personality
Brand personality is considered as the central element of brand identity (Aaker, 1996). The view of personality
creation in advertising actually retorts to the propensity in modern culture to worth personal relationships. It
actually refers the imperativeness of relationships in personal life. Brand personality sways the assessment phase
in the consumer buying behaviour and for this phase and the general target advertisement is measured to be the
most effectual communication means (Brassington and Pettitt, 2000) the expressive face of the brand image
which is the vital facet of brand equity (Ouwersloot and Tudorica, 2001). The most common method for
personality creation in advertisements is perhaps celebrity endorsement. But this was practiced back a century
(Erdogan and Baker, 2000), but Redenbach (2000) observed that this custom is still eminent currently. Brand
personality reveals that how people deem about a particular brand rather then thinking about what that brand
does (keller, 1998) distinguishing the brand on extent to detain a person‟s traits and extending it to the realm of
the brand. Supported by the human personality traits (Batra, Lehman and Singh, 1993), Sincerity, Excitement,
Ruggedness, Competence and Sophistication (Aaker, 1997) as the big five brand dimensions related to brand
personality.
Hypothesis 5: Brand loyalty is positively increased by brand personality.
Insert table 1 here
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5. There are some other factors such as social pressures, personal attitude, future intentions and consumer buying
behaviour which are interlinked to each other and give an enhanced impact on buying behaviour and brand
loyalty.
Insert figure 1 here
3. Methodology
As it is a conceptual framework paper therefore the methodology being used for developing the conceptual
framework is the thorough study of previous literatures by eminent authors on effective adverting campaigns
and the advertising factors leading towards brand loyalty. Keeping in view the basic purpose of the paper
different authors ranging from David Aaker and Philip Kotler, to Armstrong has been studied to develop the
conceptual model for this study. The thorough study of the past researches suggested that likeability, persuasion
and brand personality are those major facets of advertising that have a huge impact on the consumer buying
behaviour and intentions and that the positive buying behaviour of the consumer will produce brand loyalty.
Insert Table 2 here
4. Theoretical framework
This vast array of knowledge depicts that organizations and advertisers should be taking care of the different
factors of advertising particularly brand personality, persuasiveness, likeability factor in their advertisements to
affect the buying behaviour of the consumers. Here Likeability, persuasiveness and brand personality are the
independent variables; consumer behaviour is the moderating variable whereas brand loyalty is dependent
variable. The advertisers should more likely emphasize on an integrated mix or combination of all these factors
to possibly influence the intentions and the purchasing behaviour of the consumers because positive intentions
and purchasing behaviour will lead to loyal consumer and customer base for that particular brand which is the
ultimate goal of every company.
Insert figure 2 here
5. Discussions
Consumers nowadays consciously avoid the advertisement considering them annoying (Bishop, 1997; Byrrant
and Zillam,1994) therefore research conducted on this area suggested that likeability is the most effective
advertising strategy to minimize this problem (Sacharin, 2001).
Advertisers should focus on advertising strategies that would greatly impact on the purchasing behaviour of the
masses. If an advertisement will not be liked by the consumer his intention regarding the brand will not positive
and he will not purchase that product depending upon his disliking regarding the ad. There fore the advertisers
should focus on the likings and disliking of the masses while creating an ad because ultimately the ad and the
brand is for the consumer and if ad will not be liked, the product also will not be purchased. Advertising
likeability usually has a strong and positive impact on the consumer buying behaviour (Beil and Bridgewater,
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6. 1990; Mitchell and Olson, 1991). In general informative and entertaining ads are liked by the consumers which
eventually impact on their purchasing intentions and behaviour. Effective advertisement strategies focus
preferences of people to make them watch the ad, involving them fully and then augmenting the sales and
profits by influencing the buying behaviour of the users.
Likeability of the advertisement also depends upon the culture and social values. As many international
researchers have observed the cultural differences in the content of the advertisement (Mueller, 1992; Nevett,
1992; Cheng and Schweitzer, 1996) therefore cultural values should never be compromised while making the ad
because they have huge impact on the overall likeability of the advertisement.
In general consumers are not easily persuaded by certain advertisements because they have their own needs and
demands and they will not get easily involved in an ad until they will find something related to the satisfaction
of their needs. Some consumers are only persuaded by ads having strong body language while others by proper
communication rhetoric and selling techniques adopted by the advertisers.
Stanton Herbst (2006) demonstrated that the collective known market strengths i.e. the brand share, the number
of the competing brands and the brand loyalty have a much stronger impact on the persuasion as compared to
the element of creativity in the ad. Furthermore Petty and Cacioppo (1986) advocated two roads to persuasion, a
central analytic route and a peripheral route that is affective and holistic. Personality tests and conflict approach
inventory should be devised by the advertisers to better assist their advertising strategy in persuading the users
to reach their goals. The strategy should be formulated and executed keeping in view the diverse personalities of
the users to persuade them. As persuading the consumer depicts the overall buying behaviour of the user.
Persuasive advertising eventually boost the sales to a remarkable point. If the advertisement will not be
persuasive the real purpose of the advertising campaign will be demolished because they will not purchase the
brand until they are persuaded by the advertiser. In other words the success of the advertisement depends upon
the extent to which the ad is able persuade and convince the general populace.
Every successful advertisement should have a unique brand personality to influence the behaviour of the users.
Advertising by generating or reinforcing the brand personality adds to the brand equity and the overall value. It
also assists to gain the market share and offers prolonged competitive position. Endorsers, cryptograms, images
and execution rudiments are the major advertising elements that chip in to the brand personality. Every person
has certain personality traits and he relates his personality traits with the brand personality shown in the
advertisement. For this purpose the human personality can be conceptualized by using a trait approach
(Anderson and Rubin, 1986). A trait is any discerning feature through which an individual may differ from other
(Guilford, 1973). If a relationship is subsisted among the human traits and brand dimensions related to brand
personality then the buying behaviour of the consumer will be strongly influenced by this relative ness among
the traits. Generally people are having sentiments for certain celebrities so the advertisers need to identify those
celebrities to endorse them to create a brand personality so as to influence the buying behaviour of the
consumers and will also lead to brand loyalty.
Consumer buying behaviour is typically influenced by the set of beliefs and the attitude the consumer has
regarding the brand and its benefits. Sometimes the positive emotions shown in the advertisement develop
positive attitude towards the advertisement (DeCock and DePelsmacker, 2000) and sometimes a positive
consumer behaviour regarding the product (Walker and Dubitsky, 1994). Sometimes the advertisements over
exaggerate the benefits and depict the advantage in such an artful manner that it sturdily pressurise the buying
behaviour and the intentions regarding the brand. Likeability of the ad results in enhanced purchased intentions
(Smith et al., 2006) and has a brawny impact on the buying behaviour. Sometimes the emotional perspective
shown in any ad also influences the purchasing behaviour of the users. The marketers and the advertisers should
understand the psychology of the humans depicting their behaviour regarding certain actions. For example
consumers are more amenable to food advertising when they are hungry so understanding this behaviour of the
consumers likeable ads should be developed, executed and placed on the media in the late after noon. The factor
of culture should not be compromised as it has wide force on the purchasing behaviours.
Brand managers at the present time are inducing extraordinary efforts in creating brand loyalty and maintaining
it through proper use of advertisement strategies. The companies should understand the imperativeness of loyal
customer base in this competitive era. Effective advertisements tend to generate loyal customers. Brand loyalty
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7. often refers to repeat purchase (Jacoby and Chestnut, 1978; Oliver, 1999). Brand personalities assist the firms in
creating brand loyalty. In the current state of affairs companies should employ online advertising to provide an
interactive edge to the users to broaden the brand loyalty. Huge market share can be captured by loyal customer
base. Indeed brand loyalty is a factor which can be generated by effective advertising, will increase the profits
(Reichheld, 1996) and relative prices and high market share (Chaudhuri and Holbrook, 2001) will provide the
brand a superior position in the eyes of the customers leading to sustainability.
Therefore companies should identify the needs and demands of the consumers to create an effective
advertisement so that likeability should be created. If an ad is liked by the person then it can persuade him.
Similarly unique brand personalities relating to the human personality traits depicted in the ad can also create
likeability and persuasion which can affect the consumer buying behaviour and change their intentions
regarding the brand which results in brand loyalty.
Insert figure 3 here
6. Importance of Brand loyalty
The importance of brand loyalty cannot be denied for the creation and growth of strong brands. Companies are
now millions and billions of amounts on their advertisement campaigns. The more the number of the
competitors in the market the more the companies are trying to get the loyal customer base. Marketing is all
about the human psychology. Marketing actually starts from the customers and ends on the customers. By
advertising the companies want to create strong brand positioning, perception and differentiation of their
products and services in the minds of the customers. Companies should make a blend of all the promotional and
advertising strategies to fit the needs and preferences of the specific target market. Successful companies not
only mean to enhance the sales through advertising campaigns but also to create brand equity and brand loyalty
which leads them towards competitive advantage in this dynamic era.
The basic point behind superior advertising campaign or marketing a product or service it to create brand
awareness among the consumers. The advertising should be aimed to create unique brand image and position of
the brand in the mind of the consumers. This brand image should be definable and memorable because
ultimately this brand image creates awareness among the target market which is actually the first step in creating
brand value and loyalty. This exclusive brand image will then create brand equity. This brand equity is actually
the brand preference which the consumers make after watching the ad and by comparing it with other related
brands. If positive brand image is created by the ad then the brand will be preferred by the consumer creating the
brand equity and leading towards brand loyalty which means repeat purchase of the brand finding it valuable
after the first purchase. If a brand delivers what it promises in the ad then brand loyalty would be created
forming a loyal customer base with repeat purchase intentions regarding the brand. The more the advertising
campaign of the brand would be effective and the more it delivers what it promises in the campaign the more it
would be able to create brand loyalty and brand value which would help to sustain the competitive advantage. If
the company has an effective marketing strategy but it is not fulfilling what has been shown in the ad then one
time purchase is possible but not the repeat purchase. Therefore companies not only try to attract the new
customers by advertising but also to retain the old ones through advertising and fulfilling of promises.
7. Conclusion
In this paper it has been demonstrated that marketing edge can be gained by formulating and executing effective
advertising strategies. Research has proved that advertisers need to create likeable, persuasive ads supporting a
brand personality to influence the buying behaviour of the users. Likeable and persuasive ads will have a direct
impact on the purchasing behaviour and the future intentions regarding the brand. A link between brand
personality dimensions and the human traits have been identified by this research which narrates that buying
behaviour of the consumer will be positive if the ad consists of a unique brand personality relating to their own
exclusive persona. It has also been declared that likeability, persuasiveness and brand personality not only
influence the buying behaviour but eventually lead towards brand loyalty through effective advertising
generating and retaining a huge loyal customer base.
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8. 8. Future research
As this paper aims at formulating a conceptual framework for effective advertising leading towards loyal
customer base through positive consumer behaviour therefore this research raises few interesting challenges for
the future researchers. This paper aims at building the conceptual model highlighting the meaning of advertising
effectiveness through creating ad likeability, brand personality and persuasion to influence the purchasing
behaviour of the consumers. The more positive buying behaviour the more a customer will be loyal to the
specific brand. Understanding the significance of these advertising factors leading towards brand loyalty will no
more be exhaustive for the future researchers hence the future researchers might work on the underlying factor
affecting all other advertising dimensions i.e. consumer psychology. For making an effective ad the advertiser
need to understand the psychic of the consumers while putting himself in the shoes of the customer.
Understanding the psychology of the consumers is of great significance as marketing and advertising is all about
understanding the human nature and behaviour to provide the desired outcomes in the form of brand loyalty.
9. Limitations of the study
The ideas proposed in this paper are meaningful in clarifying the significance of advertising factors to create
brand loyalty. Yet at the same time it has some limitations due to which the generalizations should be made with
watchfulness and consideration as the conceptual framework proposed in this study cannot be generalized to all
types of ads. As the type of ad, the medium being used and the product or service being advertised vary, their
likeability factor, the degree of persuasion and significance of brand personality also differs. At the same time
the awareness and background knowledge of the consumers also create different results providing different
outcomes as suggested in this study.
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205.
Human personality traits Brand personality dimensions
Sincerity
Self confidence
Excitement
Dominance
Ruggedness
Aggressiveness
Competence
Sociability
Sophistication
Defensiveness
Table 1
Relation of human personality traits with the brand dimensions
Social pressures Future
intentions
Personal Buying
attitude behaviour
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13. Figure 1 The link between social pressures, personal attitude, future intentions and consumer buying behaviour
Factors Sources Findings
Likeability results from
Likeability Beil and Bridgewater (1990), Brown (1991), DuPlessis cognitive viewpoint
(1994b), Fishbein and Middlestadt (1995), Robinson providing entertainment
(1997), Smith et al., (2006). information resulting in
purchase intention
Ads with Informative
Persuasiveness Fishbein and Ajzen (1975), Haley et al., (1984), Stewart content, salience, cognitive
and Furse (1986), Pechman and Stewart (1989) Beil and responses and brand
Bridgewater (1990), Wells (1997). differentiation strategies are
persuasive
The distinguished brand
Brand Batra, Lehmann and Singh (1993), Aaker (1996; 1997), identity creating brand image
Keller (1998), Brassington and Pettitt (2000), based on or related to the
Personality human personality traits
Ouwersloot and Tudorica (2001)
Personal attitude, emotions
Buying Ajzen and Fishbein (1980), Bagozi and Warshaw when encountered with
(1990), Allen et al (1992), DuPlessis (1994a), Cooper social pressures create future
Behaviour intentions relating to the
and Donald (2001), Ajzen (2002), Morris et al., (2002),
Smith et al., (2006). buying behaviour
Brand loyalty results in
Brand Jacoby and Chestnut (1978), Aaker (1991), Dick and marketing gain, market
Basu (1994), Riechheld (1996), Oliver (1999), share, uplifting revenues and
Loyalty elevation of business
Chauhduri and Holbrook (2001).
leverage
Table 2
Review of contributions made on the advertising factors.
Likability
Buying Behaviour
Advertising Persuasion
factors
Brand
Brand Loyalty
personality
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14. Figure 2 The theoretical framework for this paper
Advertisement
campaign
Brand image
Brand equity
Brand loyalty
Brand value
Figure 3 Importance of advertising campaigns in generating brand loyalty
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