The Influence of Brand Image and Advertising on Consumer Buying Behavior: The Mediating Role of Brand Loyalty

Abstract

This study explores the influence of brand image and advertisement on consumer buying behavior, emphasizing the mediating role of brand loyalty. Drawing from survey data and a quantitative analysis approach, findings reveal a significant and positive impact of brand image and advertisement on consumer buying behavior. A strong brand image was found to increase consumer trust, perceived value, and the overall likelihood of purchase, reinforcing that consumers gravitate towards brands that resonate with positive associations. Additionally, effective advertising was shown to elevate brand recall and create favorable impressions, which further motivates purchasing intentions. Brand loyalty emerged as a critical mediator in this relationship, amplifying the effects of both brand image and advertising on consumer buying behavior. Consumers with strong loyalty to a brand exhibited a heightened sensitivity to advertisements and displayed a preference for purchasing from brands they perceive as consistently delivering quality and value. These findings highlight the interconnectedness of brand image, advertising, and loyalty, suggesting that businesses that invest in enhancing their brand image and execute compelling advertisements can drive consumer buying behavior more effectively by cultivating brand loyalty. Finally, this recommends that companies should focus on creating consistent and authentic brand messages across all advertising platforms to strengthen their brand image. This approach will help reinforce positive associations, enhancing brand loyalty and driving purchase behavior, and by investing in loyalty programs and personalized marketing, brands can sustain long-term relationships with their consumers. These strategies would reinforce loyalty, encouraging repeat purchases and contributing to stronger brand advocacy.