Abstract
Although advertisement is considered as an attention-grabbing tool, however, existing literature largely ignored whether such advertisement has any effect on children to recall the advertised products. This study thus aims to examine the effects of television advertisement on children’ purchase intention through the mediating role of advertisement recall in the Asian context. Since the target population is unknown, a non-probability sampling based convenient sampling approach was used to collect data. Data were collected from 245 parents of their 448 children in the context of confectionary products in Bangladesh. Partial least square based structural equation modeling was used to analyze the collected data. The results show that information, entertainment and product packaging displayed in advertisement significantly affect children’ advertisement recall. Advertisement recall is also found to have influence on children’ purchase intentions. Further, advertisement recall fully mediates in the relationships between information and purchase intentions; entertainment and purchase intentions; and packaging and purchase intentions. This study also offers significant theoretical and managerial implications.
Highlights
Advertisement plays an important role in convincing audiences to purchase firms’ products and services
This study provides empirical evidence of the association between advertising attributes and childrens’ purchase intentions through the mediating role of advertisement recall in the Asian context
This study revealed that product packaging, entertaining aspect of advertisement and advertisement information influence advertisement recall, which eventually enhances childrens’ purchase intentions
Summary
Advertisement plays an important role in convincing audiences to purchase firms’ products and services. Television advertisement catches the attention of target customers through a message and influences their purchase intentions (Broekemier et al 2008; Weilbacher, 2003; Turley and Milliman, 2000). Firms target childrens by designing attractive and persuasive advertisements to create an emotional attachment with the products (Wilcox et al, 2004). Since childrens are always connected with television and other electronic gadgets (Gutnick et al, 2011), they become an attractive segment for companies. Marketers take this trend as an opportunity to advertise their products directly to them (Calvert, 2008)
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