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The Impact of Online Advertisement on Building a Brand and on Purchase Intention

Author

Listed:
  • Xyrille Christian Cabigting

    (University of Santo TomasCollege of Commerce and Business Administration, University of Santo Tomas, Philippines)

  • Angela Denise Marallag

    (College of Commerce and Business Administration, University of Santo Tomas, Philippines)

  • Bryan Paulo Mariano

    (College of Commerce and Business Administration, University of Santo Tomas, Philippines)

  • Jun Grimaldo

    (Assistant Professor, College of Commerce and Business Administration, University of Santo Tomas, Philippines)

Abstract

In the modern era of technology, online advertising is the most common tool used by firms to promote certain products or brands. This study examines the impact of online advertisements on building a brand and on purchase intention. The study sample consists of 389 respondents from different regions in the Philippines. A descriptive correlation was used to analyze and interpret the data. As concluded, online communities and electronic word-of-mouth affect the purchase intentions and brand loyalty of customers. Additionally, the results of the study indicate that online advertising has a significant influence on purchase decisions. By these mentioned factors, the study evidently proposes significant positive effects on purchase intention and brand loyalty of consumers.

Suggested Citation

  • Xyrille Christian Cabigting & Angela Denise Marallag & Bryan Paulo Mariano & Jun Grimaldo, 2022. "The Impact of Online Advertisement on Building a Brand and on Purchase Intention," Journal of Business and Management Studies, Al-Kindi Center for Research and Development, vol. 4(2), pages 301-312, March.
    • Handle: RePEc:alk:jbms00:v:4:y:2022:i:2:id:3243
    DOI: 10.32996/jbms.2022.4.2.24
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