Untying the Influence of Advertisements on Consumers Buying Behavior and Brand Loyalty Through Brand Awareness: The Moderating Role of Perceived Quality

Jin Zhao; Rehan Sohail Butt; Majid Murad; Farhan Mirza; Mamdouh AbdulAziz Saleh Al-Faryan

doi:10.3389/fpsyg.2021.803348

Untying the Influence of Advertisements on Consumers Buying Behavior and Brand Loyalty Through Brand Awareness: The Moderating Role of Perceived Quality

Front Psychol. 2022 Jan 27:12:803348. doi: 10.3389/fpsyg.2021.803348. eCollection 2021.

Authors

Jin Zhao¹, Rehan Sohail Butt², Majid Murad², Farhan Mirza³, Mamdouh AbdulAziz Saleh Al-Faryan⁴

Affiliations

¹ School of Finance, Shanghai Lixin University of Accounting and Finance, Shanghai, China.
² School of Management, Jiangsu University, Zhenjiang, China.
³ KUBEAC Department, University of Management and Technology, Sialkot, Pakistan.
⁴ Department of Accounting and Financial Management, University of Portsmouth, Portsmouth, United Kingdom.

Abstract

Consumer buying behavior is an important aspect in every marketing strategy to produce maximum output from the market. This study aims to determine how advertisement affects consumer buying behavior and brand loyalty by considering a mediator between brand awareness and the moderating role of perceived quality. For this purpose, this study targets the rising cosmetics industry. This study used the purposive sampling technique to collect data from 300 respondents with the help of an online survey method via Google doc. The partial least squares structural equation modeling PLS-SEM was applied to verify the hypotheses relationships. The findings have confirmed that advertisements substantially predicted brand awareness, brand loyalty, and consumer buying behavior. Furthermore, brand awareness partially mediated the association of advertisement with brand loyalty and consumer buying behavior. Also, perceived quality is significantly moderated on the association of brand awareness with brand loyalty and consumer buying behavior. Based on such findings, this study has contributed to the literature and provided new insights into the practical implications alongside the future roadmap of the survey.

Keywords: advertisement; brand awareness; brand loyalty; consumer buying behavior; perceived quality.