Impact of Creative Advertisement on customer’s purchase intention, a study from Pakistan

Abstract

Any business's ultimate goal is to maximize its sales and efficiency, which greatly depends on the purchasing intent (PI) of the consumers. The PI of the customers is drawn by catching the cognition of the customer by showing them creative advertisements. The question related to what creates an Advertising (Ad) more innovative and inventive is still unclear specifically, in the case of Pakistan. Therefore, the study objectives are to assess the mediating impact of (Brand-awareness, Ad-flow-experience, Ad-value) and moderating influence of Ad-emotional value in an association with creative advertising and purchase intention in Pakistan. The target population of the study was the literate female and male customers of the mega shopping malls of Khyber Pakhtunkhwa, Sindh and Punjab Pakistan. Multivariate analysis tools (CFA, EFA, and SEM) were executed on the gathered data using latest statistical softwares. The findings of the study were a) Ad-flow-experience and Ad-value were partly intermediate in an association with Ad-creativity and brand-awareness and b) the Ad-emotional-value positively moderates in an association between the brand-awareness and PI. The study concluded that by launching innovative/creative advertising, the consumers or potential customers of the company would become better aware of the product/brand of the company and their efficiency would be increased through an improvement in PI in return.