How brand knowledge and the effects of multiple-brands on current and future consumer attitude and purchase

Purpose : The purpose of this paper is to develop a comprehensive model that combines brand knowledge and brand relationship perspectives on brands .So it is show how the dual mediation model has been used to explain consumer responses toward an ad and a brand . This study examine the effects of advertising on consumers attitudes and purchase intentions in multiple-ad and multiple-brand environments and relationships affect current and future purchases .Design/methodology/approach: The paper uses structural equation modeling to test the significance of the overall model . In addition , a total of 165 usable data were collected from an experiment conducted in Tehran .Findings : Our findings indicated that information about a competing ad and brand is processed comparatively and that evaluations of the competing ad and brand negatively influence evaluations of focal ad and brand. It is found that current purchases are affected by brand image mostly directly and by brand awareness mostly indirectly. In contrast , future purchases are not affected by either dimension of brand knowledge directly ; rather , brand knowledge affects future purchases via a brand relationship path thus included attachment to the brand satisfaction , brand trust and attachment to the brand .Research implications / limitations : The present study did not examine feedback effects and included consumer categories only and no individual difference variables .Originality / value : The paper is a cross-paradigm paper : it is the first that combines the two separate broad-based perspectives on brands into a simple comprehensive model for researchers and brand managers. Also, Important theoretical contributions of this study are that ad affect is an important determinant in the the formation of ad attitude and it can be incorporated into the dual mediation model to explain the effects of advertising on consumer behavior .

Keywords:

consumer behavior , Advertising , Brand equity , Competitive strategy , Brand management , Brands , Brand awareness , Cognition