Özet:

Advertisement realizes the purposes of informing and persuading the audience, reminding the brand, and adding value to the brand. In this direction, an effective advertisement content is important for businesses. Audiences’ involvements, attitudes, and behaviors provide marketing professionals with information about the effectiveness of advertising. In this research, the influences between advertising involvement, attitude towards advertising, brand attitude and purchase intention are examined. In addition, it is tried to reveal the mediating role of brand attitude in the relationship between attitude towards advertising and purchase intention. In this context, an advertisement for the Apple Watch Series 6 smartwatch product was shown to 400 participants. Then, the participants were provided to answer the questions in the questionnaire form. In the analysis of the research data, in addition to the exploratory factor analysis, confirmatory factor analysis and path analysis were used within the framework of structural equation modeling. As a result of the analyzes carried out, within the scope of direct effects, it has been determined that the attitude towards advertising and the brand attitude affect the purchase intention. Advertising involvement was found to influence the attitude towards advertising. In addition, it has been confirmed that the attitude towards advertising influences the brand attitude. Moreover, through the bootstrap method, it has been specified that brand attitude has a partial mediating effect on the relationship between attitude towards advertising and purchase intention. It is thought that the results obtained from the research will provide useful information for the literature and practice.

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