Impact of AD induced arousal on purchase intention. brand recall and consumption experience of beverages in Pakistan

Abstract

As the competition among brands is increasing day by day, marketers are focusing more and more on the ways of capturing more mind share. One of the most effective ways to capture more mind share of the customers is to create an effective advertising message which relies on specific arousal techniques. In order to effectively achieve the advertisement objectives, many practitioners suggest the use of specific arousal techniques to indoctrinate a consistent image in the customer’s mind. However, despite the fact that a huge corpus of scholarship is available on advertising effectiveness, relatively far less than the deserved consideration is given to comprehend the likely effect of ad induced arousal on purchase attention and brand recall. This is particularly also relevant for comprehending the likely effect of ad arousal on consumption experiences. The role of advertisements in building brand preferences and changing customer’s perception of the product value is well researched. Many scholars have also extensively written on the impact of advertising to remind customers which help building customer. However, measuring the effectiveness of advertising in existing postmodern marketing arena has remained a controversial issue. This is particularly relevant in context of a developing country like Pakistan where relatively scarce amount of research is done to comprehend the consumer mindset. Accordingly, understand the impact of ad-induced arousal on brand recall and how it affects the purchase intention and consumption experience with respect to the brand recall appears to be a promising research avenue. This is particularly relevant in context of FMCG brand nested in beverages and carbonated drinks industry of Pakistan. It’s an era marked by post modernity that means the modern consumer is more interested in the consumption experience generated by the product rather than the product itself. So in the postmodern consumers ad-induced arousal is more important than the brand loyalty. So, it can be said that arousal induced through advertisements in this era is a significant determinant of purchase intention