Abstract
Companies invest in product design and features to attract customers. However, a creative advertisement would make it possible to sell products/services. Many researchers scrutinize the effects of different ad-creativity on customer buying behavior from altered outlooks. However, the purpose of this inquiry is to appreciate the ad-creativity and purchase intention, though, brand awareness and flow-information interaction and its effect on purchase intention. A survey has conducted on airline consumers by convenience sampling method. Specifically, by using a selfadministered survey, we collected data from 512 clients and analyze them using CFA. Empirical results show purchase intention predict by ad creativity, moreover, flow experience & brand awareness partially mediate the association between ad creativity & buyer purchasing. With the dynamic considerable thought in this area, this research explores relationships via creativity antecedents & purchase intentions, and also includes flow (Ad) experience & awareness of the brand as mediators.
Keyword(s)
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