Awareness advertising influence on consumers buying intention: Exploring attitude as a mediating factor
This 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 ri...
Saved in:
| Main Authors: | , , |
|---|---|
| Other Authors: | |
| Format: | Article |
| Published: |
EnPress Publisher, LLC
2025
|
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1833351240672608256 |
|---|---|
| author | Alqaysi S.J. Zahari A.R. Khudari M. |
| author2 | 59252669800 |
| author_facet | 59252669800 Alqaysi S.J. Zahari A.R. Khudari M. |
| author_sort | Alqaysi S.J. |
| building | UNITEN Library |
| collection | Institutional Repository |
| content_provider | Universiti Tenaga Nasional |
| content_source | UNITEN Institutional Repository |
| continent | Asia |
| country | Malaysia |
| description | This 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). |
| format | Article |
| id | my.uniten.dspace-36995 |
| institution | Universiti Tenaga Nasional |
| publishDate | 2025 |
| publisher | EnPress Publisher, LLC |
| record_format | dspace |
| spelling | my.uniten.dspace-369952025-03-03T15:46:27Z Awareness advertising influence on consumers buying intention: Exploring attitude as a mediating factor Alqaysi S.J. Zahari A.R. Khudari M. 59252669800 57216607750 57211608540 This 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). Final 2025-03-03T07:46:27Z 2025-03-03T07:46:27Z 2024 Article 10.24294/jipd.v8i7.4568 2-s2.0-85200763840 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85200763840&doi=10.24294%2fjipd.v8i7.4568&partnerID=40&md5=9a3ae4ce3466a194fdc589ab1ca6cdef https://irepository.uniten.edu.my/handle/123456789/36995 8 7 4568 EnPress Publisher, LLC Scopus |
| spellingShingle | Alqaysi S.J. Zahari A.R. Khudari M. Awareness advertising influence on consumers buying intention: Exploring attitude as a mediating factor |
| title | Awareness advertising influence on consumers buying intention: Exploring attitude as a mediating factor |
| title_full | Awareness advertising influence on consumers buying intention: Exploring attitude as a mediating factor |
| title_fullStr | Awareness advertising influence on consumers buying intention: Exploring attitude as a mediating factor |
| title_full_unstemmed | Awareness advertising influence on consumers buying intention: Exploring attitude as a mediating factor |
| title_short | Awareness advertising influence on consumers buying intention: Exploring attitude as a mediating factor |
| title_sort | awareness advertising influence on consumers buying intention: exploring attitude as a mediating factor |
| url_provider | http://dspace.uniten.edu.my/ |