Using the AIDA model to predict consumer behaviour: the moderating effect of brand evangelism

Although the influence of the AIDA model in marketing literature is widely acknowledged, a significant criticism is its lack of post-action guidance and limited ability to predict actual behaviour. The study examined the post-action predictability in relation to consumer behaviour and brand evangelism in the clothing sector. Grounded in the AIDA model, this study employed a convenient data collection approach involving 456 young clothing consumers. Multiple regression analysis was chosen to assess the study’s hypotheses. The study’s results unveiled the significant predictive role of the four components of the AIDA model—Awareness, Interest, Desire, and Action—in shaping the preferences of young clothing consumers. Furthermore, the study identified a noteworthy moderating impact of brand evangelism on the connection between young consumers’ actions and consumer behaviour. Following the limitations of the AIDA model reported in the literature, this study demonstrates the predictive efficacy of the AIDA model in relation to post-action consumer behaviour and brand evangelism.