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Ad-creativity, internal consumer response, and purchase intention: an evaluation upon Ardiles “Flash Mom” TV ad

This research aim to analyse the effects Ad-creativity, Internal Consumer Response, and Purchase Intention as an evaluation upon Ardiles’ “Flash Mom” TV ad. The research used 100 housewives as the sample respondents. The respondents were chosen when they were taking their children to go to some prim...

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Main Authors: Samuel, Hatane, Aurellia, Janice
Format: Conference or Workshop Item
Language:English
Published: 2017
Subjects:
HF Commerce
Online Access:http://repo.uum.edu.my/20929/1/shsconf_icome2017%201%206%20xxxv.pdf
http://repo.uum.edu.my/20929/
http://doi.org/10.1051/shsconf/20173300043
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spelling my.uum.repo.209292017-02-12T04:32:51Z http://repo.uum.edu.my/20929/ Ad-creativity, internal consumer response, and purchase intention: an evaluation upon Ardiles “Flash Mom” TV ad Samuel, Hatane Aurellia, Janice HF Commerce This research aim to analyse the effects Ad-creativity, Internal Consumer Response, and Purchase Intention as an evaluation upon Ardiles’ “Flash Mom” TV ad. The research used 100 housewives as the sample respondents. The respondents were chosen when they were taking their children to go to some primary schools in Surabaya. Each of them were shown the ardiles’ advertisement entitled “flash mom” twice and then they were asked to answer the questionnaire. The research variable Ad- Creativity as the independent variable consist of Divergence dimention which is measured by five indicators and Relevance dimention which is measured by three indicators. Internal Consumer Response as the mediation variable consist of cognitive and affective response dimentions, which each of them is measured by three indicators. Three indicators measure the Purchase Intention as the dependent variable. This research use Partial Least Square (PLS) as the quantitative analysis tool. The results prove that there are positive effect from Ad-Creativity to Internal Consumer Response, there are positive effect on Internal Consumer Response to Purchase Intention, and there are positive effect on Ad-Creativity to Purchase Intention. 2017 Conference or Workshop Item PeerReviewed application/pdf en cc4_by http://repo.uum.edu.my/20929/1/shsconf_icome2017%201%206%20xxxv.pdf Samuel, Hatane and Aurellia, Janice (2017) Ad-creativity, internal consumer response, and purchase intention: an evaluation upon Ardiles “Flash Mom” TV ad. In: International Conference on Communication and Media: An International Communication Association Regional Conference (i-COME’16), 18th - 20th September 2016, Istana Hotel, Kuala Lumpur. http://doi.org/10.1051/shsconf/20173300043 doi:10.1051/shsconf/20173300043
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
language English
topic HF Commerce
spellingShingle HF Commerce
Samuel, Hatane
Aurellia, Janice
Ad-creativity, internal consumer response, and purchase intention: an evaluation upon Ardiles “Flash Mom” TV ad
description This research aim to analyse the effects Ad-creativity, Internal Consumer Response, and Purchase Intention as an evaluation upon Ardiles’ “Flash Mom” TV ad. The research used 100 housewives as the sample respondents. The respondents were chosen when they were taking their children to go to some primary schools in Surabaya. Each of them were shown the ardiles’ advertisement entitled “flash mom” twice and then they were asked to answer the questionnaire. The research variable Ad- Creativity as the independent variable consist of Divergence dimention which is measured by five indicators and Relevance dimention which is measured by three indicators. Internal Consumer Response as the mediation variable consist of cognitive and affective response dimentions, which each of them is measured by three indicators. Three indicators measure the Purchase Intention as the dependent variable. This research use Partial Least Square (PLS) as the quantitative analysis tool. The results prove that there are positive effect from Ad-Creativity to Internal Consumer Response, there are positive effect on Internal Consumer Response to Purchase Intention, and there are positive effect on Ad-Creativity to Purchase Intention.
format Conference or Workshop Item
author Samuel, Hatane
Aurellia, Janice
author_facet Samuel, Hatane
Aurellia, Janice
author_sort Samuel, Hatane
title Ad-creativity, internal consumer response, and purchase intention: an evaluation upon Ardiles “Flash Mom” TV ad
title_short Ad-creativity, internal consumer response, and purchase intention: an evaluation upon Ardiles “Flash Mom” TV ad
title_full Ad-creativity, internal consumer response, and purchase intention: an evaluation upon Ardiles “Flash Mom” TV ad
title_fullStr Ad-creativity, internal consumer response, and purchase intention: an evaluation upon Ardiles “Flash Mom” TV ad
title_full_unstemmed Ad-creativity, internal consumer response, and purchase intention: an evaluation upon Ardiles “Flash Mom” TV ad
title_sort ad-creativity, internal consumer response, and purchase intention: an evaluation upon ardiles “flash mom” tv ad
publishDate 2017
url http://repo.uum.edu.my/20929/1/shsconf_icome2017%201%206%20xxxv.pdf
http://repo.uum.edu.my/20929/
http://doi.org/10.1051/shsconf/20173300043
_version_ 1644283097998426112
score 13.211869

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