Advertising Appeal and Brand Loyalty: Unveiling the Mediating Mechanism of Consumer Brand Engagement

Abstract

The aim of this study is to explore the influence of advertising appeal on brand loyalty and the mediating effect of consumer brand engagement in this relationship. This study is using quantitative method based on the theory of planned behaviour with an empirical approach to explore the influence of advertising appeal on brand loyalty. This study examines the level to which consumer's brand engagement is generated by advertising appeal and consequently brand loyalty. This study gathers the time lag primary data (N=321) in three times by surveying at time 1, 2 and 3. In this study, the data is analysed by using SPSS (process macro). This study finds considerable support for all the hypotheses pertaining to direct and indirect effects. The results have revealed that advertising appeal can positively influence consumer brand engagement and this leads to brand loyalty over time. This research builds upon the literature about advertising appeal, consumer brand engagement and brand loyalty, as well as theory of planned behavior. This research offers empirical knowledge about how advertising appeal relates to continued brand engagement of consumers while enhancing the academic knowledge and insights for practitioners. It highlights the necessity of creating ads which are not just catching yet additionally fostering long-term customer involvement and loyalty to the brand.