Proceedings of The 6th International Conference on Advanced Research in Management, Business and Finance
Year: 2023
DOI:
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The Effect of the Attitudes Toward Advertisements on the Attitude toward Brands (The Role of Brand Familiarity)
Ahmed AL Jazea
ABSTRACT:
Previous studies have confirmed that attitude toward advertising (Aad) has a strong relationship with attitude toward brand (Ab). The present study assessed the impact of consumers’ attitudes toward advertisements (Aad) on attitudes toward brands (Ab) and prior attitudes toward brands (PAB). 125 Saudi male teachers who viewed the cover head (Projeh) advertisements were surveyed. The study measured their attitudes toward advertisement (Aad), their attitude toward brand (Ab), and their prior attitude toward brand (PAB). The result of this study is that the attitude toward advertisements positively and significantly affects the attitude toward the brand. However, there was no effect of prior attitude toward the brand on the relationship between attitude toward advertisement (Aad) and attitude toward brand (Ab).
keywords: customers’ attitude, brand, advertisement, prior attitude