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Influence of advertisement on buying behaviour and brand loyalty through brand awareness of consumers in rural areas with moderating effect of perceived quality

A. Sathiya Prabhu & R. Ganapathi

International Journal of Internet Marketing and Advertising2026https://doi.org/10.1504/ijima.2026.151795article
AJG 1ABDC C
Weight
0.50

What the paper says

This study found that advertising positively affects customer purchase behaviour. Brand loyalty affects advertising and customer purchases. Brand awareness and loyalty are also affected by perceived quality. Advertisements and brand awareness may also affect client purchases, the study found. Advertising and client purchases are mediated by brand awareness. The study also found that advertising and brand awareness boost consumer loyalty. Quality perception affects brand identification, loyalty, and customer purchase behaviour, according to this study. Brand awareness influences consumer purchase and loyalty. Products' perceived quality mediates this connection. Rural customers exhibit a positive, statistically significant relationship between quality, purchasing behaviour, and brand loyalty. Therefore, all hypotheses are supported. This study may help marketers and managers improve client buying behaviour through focused advertising across consumer segments. Managers and marketers must create and implement successful promotional tactics to boost brand recognition, market share, and competition.

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Cite this paper

https://doi.org/https://doi.org/10.1504/ijima.2026.151795

Or copy a formatted citation

@article{a.2026,
  title        = {{Influence of advertisement on buying behaviour and brand loyalty through brand awareness of consumers in rural areas with moderating effect of perceived quality}},
  author       = {A. Sathiya Prabhu & R. Ganapathi},
  journal      = {International Journal of Internet Marketing and Advertising},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1504/ijima.2026.151795},
}

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Influence of advertisement on buying behaviour and brand loyalty through brand awareness of consumers in rural areas with moderating effect of perceived quality

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.