Impact of Cultural Advertisements on Attributes Towards Brand, Advertising And Purchase Intentions

Abstract

This paper aims at investigating the impact of cultural ads on consumer behavior towards different products, like their attributes towards brands, attributes towards advertisements, and purchase intention. Culture plays a very vital role while selecting the products. This paper tests the efficiency and importance of the cultural ads. Data has been collected from 160 respondents in questionnaire form. Factor analysis, ANOVA, regression analysis, and Cronbach's alpha were run in SPSS to verify the devised model. Significant results were deduced to enforce the hypotheses that cultural ads do have an impact on attributes towards the brand and attributes towards the advertisement, but not for purchase intention. Further research can be conducted in this research by changing the demographics of respondents and expanding the research horizon to check the significance of cultural ads in marketing and promotion. Further aspects of culture can also be included to determine how culture can have a positive impact on purchase intentions.