EXPLORING ADVERTISING STRATEGIES ON CONSUMER ATTITUDES, PURCHASE INTENTIONS, BRAND LOYALTY, AND OVERALL PERCEPTION OF BRANDS

Abstract

This study explores the impact of advertising strategies on consumer attitudes, purchase intentions, brand loyalty, and overall brand perception It also delves into the persuasive power of digital advertising and social media, which have been shown to significantly enhance purchase intentions. Brand loyalty, a critical factor for long-term business success, is analysed through the lens of consistent brand messaging and the effectiveness of loyalty programs. Additionally, the study highlights the growing importance of transparency and authenticity in shaping consumers' overall perception of brands, particularly in an age where consumers are increasingly sceptical of traditional marketing tactics. To know about the impact of patriotic advertising on consumer attitudes and their purchase intentions. The main objective is to study the consumer's loyalty towards the national brands promoting patriotic advertising and to explore the overall perception of national brands among the consumers. This research examines how different advertising strategies shape consumer attitudes, purchasing behaviour, brand loyalty, and overall brand impressions. In today’s digital era, advertising has shifted toward personalisation and data-driven approaches, resulting in new ways of influencing consumers. By reviewing existing studies, the paper discusses the effects of elements such as emotional storytelling, celebrity involvement, and cultural alignment on consumer responses. It further explores the growing persuasive strength of digital and social-media-based advertising. Brand loyalty is assessed with respect to consistent messaging and customer-focused loyalty programs. The study also emphasises the rising importance of openness and authenticity, especially as consumers become more cautious about traditional marketing. Additionally, the research seeks to understand how patriotic advertising influences consumer attitudes and purchase intentions, particularly toward national brands. Overall, the study highlights that although traditional advertising helps establish visibility, digital advertising is more impactful in generating immediate engagement and deeper connections. The paper concludes by identifying gaps in the existing literature and suggesting the need for broader, culturally diverse, and long-term studies.