Can Attitude to Advertisement Influence Brand Attitude and Purchase Intention? Empirical Findings from the Romanian Banking System
Can Attitude to Advertisement Influence Brand Attitude and Purchase Intention? Empirical Findings from the Romanian Banking System

Summary/Abstract: One of the marketers‘ ongoing concerns is to create and maintain a favourable attitude to brand, as a prerequisite for future purchases. Consequently, the question arises, to what extent advertisements and the way in which they are perceived can influence consumers‘ attitude to brand and their purchase intention. According to the literature (Mitchell and Olson 1982; MacKenzie et al. 1986; Brown, Stayman, 1992; Le Roux 1998), the favourable or unfavourable attitude to advertisements is transferred to or associated with the promoted brand. This paper is aimed at highlighting how, and the extent to which, the advertisements of Banca Transilvania featuring the fictional character ―Fairy-man‖ have managed to influence consumers‘ attitude to the bank and prompt them to choose its services. The findings of the conducted empirical research confirm that the advertising campaign had a major effect by triggering strong emotional and cognitive reactions to the BT‘s advertisement and by increasing its awareness among its customers.

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