Advertising, in the present era, has become important for the marketers to reach consumers and to persuade them to buy their products. The present study tries to investigate the relationship between consumer’s attitude towards advertisement and purchase intention which is mediated by consumer’s attitude towards brand. Consumers were exposed to real print advertisement of a well-known brand of smartphone which is endorsed by a famous Bollywood actress and they were asked to respond on a 7-point Likert scale. A sample of total 93 respondents was selected from the city of Lucknow using convenience sampling. Structural Equation Modeling (SEM) was used to analyze the data. The results of the study show that the relationship between attitude towards advertisement and purchase intention is fully mediated by attitude towards brand.

In the present era when companies are facing extreme competition in the market, advertisement has become one of the best ways to reach the consumers and promote their products. According to Kotler and Armstrong (2010), “Advertising is a paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.” Big corporations are spending huge amounts of money on advertising so as to inform the consumers about their products and persuade them to buy their products. As a result, consumers are bombarded with a number of advertisements on TV, newspapers, magazines, billboards, social media, etc.

Advertisement has many objectives to accomplish. According to Cox (2010), quoted in Ranjbarian et al. (2011), “The main objective of advertising is usually to change or influence attitudes. It aims to persuade people to buy product A instead of product B, or to promote the habit of continuing to buy product A.”

Portrayal of Women, Influence of Attitude, Advertisement on Purchase Intention, Exploring the Mediating Role, Attitude Towards Brand Using SEM Approach