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Awareness advertising influence on consumers buying intention: Exploring attitude as a mediating factor

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dc.citedby0
dc.contributor.authorAlqaysi S.J.en_US
dc.contributor.authorZahari A.R.en_US
dc.contributor.authorKhudari M.en_US
dc.contributor.authorid59252669800en_US
dc.contributor.authorid57216607750en_US
dc.contributor.authorid57211608540en_US
dc.date.accessioned2025-03-03T07:46:27Z
dc.date.available2025-03-03T07:46:27Z
dc.date.issued2024
dc.description.abstractThis study investigates the intricate relationship between awareness advertising and buying intention among Iraqi grocery shoppers, exploring the mediating role of consumer attitude. Employing a quantitative approach, the authors surveyed 300 shoppers. Using a random sampling technique. To ensure rigor and validity, the authors rigorously analyzed the relationships using partial least squares structural equation modelling (PLS-SEM) based on 288 valid responses. The findings reveal that awareness advertising significantly impacts buying intention, mediated by consumer attitude. These insights offer valuable management implications for product marketers. Sufficient brand awareness attracts consumer attention, shapes positive attitudes, and ultimately drives purchase decisions. This study further validates the theoretical model of consumer response by empirically establishing consumer attitude as a central intermediary between awareness advertising and buying intention within the Iraqi market context. ? 2024 by author(s).en_US
dc.description.natureFinalen_US
dc.identifier.ArtNo4568
dc.identifier.doi10.24294/jipd.v8i7.4568
dc.identifier.issue7
dc.identifier.scopus2-s2.0-85200763840
dc.identifier.urihttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85200763840&doi=10.24294%2fjipd.v8i7.4568&partnerID=40&md5=9a3ae4ce3466a194fdc589ab1ca6cdef
dc.identifier.urihttps://irepository.uniten.edu.my/handle/123456789/36995
dc.identifier.volume8
dc.publisherEnPress Publisher, LLCen_US
dc.sourceScopus
dc.sourcetitleJournal of Infrastructure, Policy and Development
dc.titleAwareness advertising influence on consumers buying intention: Exploring attitude as a mediating factoren_US
dc.typeArticleen_US
dspace.entity.typePublication
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