| Year |
2024 |
| Volume/Issue/Review Month |
Volume 1 | Special Issue | October |
| Title |
The influence of AI generative advertising attitude on Brand Equity:The mediating role of brand attitude |
| Authors |
Tanushree Banerjee, Umakanta Dash |
| Broad area |
The influence of AI generative advertising attitude on Brand Equity:The mediating role of brand attitude |
| Abstract |
The current study aims to analyze the consumers’ response to AI generative Ads and its
subsequent role in building Brand attitude and Brand Equity. Data was collected from 204
respondents. Structural Equation Modelling through Amos 21 was applied to analyze it. The
current research highlights the significance of cultivating a favourable brand attitude through
marketing communication. It also emphasizes the relevance of AI generated Ads in this regard.
Nonetheless the study also shows that technology driven AI ads do not make a direct impact on
brand equity unless mediated by factor like brand attitude. The results indicate that consumers’
attitude towards advertising strongly influence their attitude towards the brand. Additionally the
study suggests that the effect of ad attitude on brand equity is fully mediated by brand attitude.This
underscores the importance for managers to focus on cultivating favorable Brand Attitude using
advanced technologies like AI in advertising aiming to maximize the impact on Brand Equity.the
findings suggesting the relevance of AI technologies in advertisement strategies underscore the
fact that it is essential for managers to continuously monitor and adapt their strategies so as to
keep pace with fast changing advertising landscape. |
| File |
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| Referenceses |
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