Advertising Appeals and Consumer Responses to Durable Goods: The Mediating Role of Perceived Value and Brand Liking in Bilaspur District

Abstract

This paper explores the effects of emotional and rational advertising appeals on consumer reactions towards durables products and the stepwise functions of perceived value, brand liking, behaviour intention, and consumer loyalty. A face-to-face field survey of 200 consumers in the Bilaspur district of India was employed to collect data, and the data were analyzed using PLS-SEM. Results indicate that emotional and rational appeals of advertising have a strong impact on the perceived value, brand liking and behavioural intention. Perceived value has a positive effect on brand liking, which then enhances behavioural intention and consumer loyalty. Another critical predictor of loyalty is behavioral intention. Notably, the findings validate a sequential mediation effect such that the perceived value and brand liking together convey the impact of advertising appeals on behavioral intention and consumer loyalty. The research contributes to the literature of advertising and consumer behavior by confirming a multi-stage, cognitive-affective-behavioral process in the case of durable goods. In managerial terms, their results point to the necessity of combined advertising methods to create a balance between emotional appeal and rational value communication to achieve consumer loyalty in the long run.