Impact of cognitive and affective priming on purchase intention: Mediating influence of brand image clarity in fmcg sector

Abstract

In recent times of hyper competitive business world, delivering value to customers and capturing their attention has become a difficult task for organizations. Advertisement is considered as a medium to communicate value to the targeted customers. Advertising is nothing but a paid form of non-personal presentation or promotion of ideas, goods or services by an identified sponsor (Kotler, Arrnstron, Agnihotri, & Haque, 20 I 0). In the present day, hardly is there any business in the modern world which does not advertise. However, the form of advertisement differs from business to business and from one product category to other. Advertisement helps to build up brand image under competitive market condition. Advertisement has a direct impact on the cognitive and affective priming of a customer. Good Advertisement helps in creating brand image; Brand image triggers the purchase intention of the customer. In advertisements, advertisers usually focus on emotional appeal that has great impact on affective response of consumer. Sometimes advertisers use rational appeal that effect consumer's cognitive process that depends on the logical appeal. Appeals that are used in the advertisement totally depend on the nature of the product. It is difficult to build up a brand image without advertising the product, cognitive and affective response of consumer build up a brand image that has a direct impact on consumer purchase intention. If an advertisement gets the positive response it means that an advertiser accomplishes the goal of reaching the customer touch points. The main purpose of advertising your product is to make your customers aware about the product and create demand among customers of your product and make them realize that they need this product. This introductory chapter explains the context of this research, define the research objective and clarify the problem statement of existing study.