Raza, Syed Hassan and Abu Bakar, Hassan and Mohamad, Bahtiar (2019) The effects of advertising appeals on consumers’ behavioural intention towards global brands: the mediating role attitude and the moderating role of uncertainty avoidance. Journal of Islamic Marketing, 11 (2). pp. 440-460. ISSN 1759-0833

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Abstract

This study aims to examine the effects of the advertising appeals (AP) on consumers’ behavioural intention, specifically to use global brands. In addition, the study investigates how attitude operates as a process variable that mediates the relationship between AP and behavioural intention (BI). This paper also explores the congruity of individuals’ norms in advertising appeal–intention relationship. Centred on the theory of planned behaviour, this study proposes a model that encompasses norm congruence, in which the degree of individuals’ uncertainty avoidance (UA) moderates the relationship between advertising appeal (AP) and behavioural intention (BI), and attitude towards advertising appeal (AT) serve as key causal mechanism that mediates advertising appeal–behaviour relationship.Design/methodology/approach: The proposed model was tested using a 2 × 2 experimental design with a sample size of 372. Findings: Results showed that the relationship between AP and BI based on global brands is significantly mediated by attitude towards AP and moderated by uncertainty avoidance. These findings have yielded partial validation of the proposed model and have provided empirical support for the roles of uncertainty avoidance and attitude towards AP. Practical implications:The authors propose that marketers should reduce the level of consumers’ uncertainty. Uncertainty avoidance effects can be achieved through the dissemination of norm-congruent advertisement appeals and by placing more weight on social compatibility attributes which may gratify consumers’ interest, subsequently enhance the intention of Muslim consumers to use global brands.Originality/value: A moderator is a variable that affects the strength of the relation between the predictor and criterion variable. This paper also explores the congruity of individuals’ norms in advertising appeal–intention relationship. Previous studies did not capture any effects of culturally congruent advertising appeals by considering the level of uncertainty avoidance influence on individuals’ intention to use global brands in a Muslim country context. In response to the recent calls for research to re-examine the antecedents of the theory of planned behaviour, this study re-evaluates the roles of attitude towards AP and the interaction of cultural norms.

Item Type:	Article
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	School of Multimedia Technology & Communication
Depositing User:	Mrs. Norazmilah Yaakub
Date Deposited:	11 May 2020 02:42
Last Modified:	11 May 2020 02:42
URI:	https://repo.uum.edu.my/id/eprint/27004

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