A Study Of How Product Advertising Can Influence Purchasing Decision And Corporate Branding

Abstract

In today’s highly competitive and globalised marketplace, product advertising has emerged as one of the most powerful tools for influencing consumer behaviour and shaping corporate branding strategies. Advertising is no longer limited to merely communicating product features; it has become a sophisticated mechanism for building emotional connections, generating brand loyalty, and influencing consumer purchasing decisions at both conscious and subconscious levels. Scholars have argued that effective advertising not only creates awareness but also contributes significantly to a firm’s ability to position its products competitively and establish long-term relationships with customers (Machado et al., 2019; Godey et al., 2016). Branding and advertising are inextricably linked. Branding encompasses the creation of a distinctive identity that sets a product apart from competitors, while advertising communicates and reinforces this identity in the minds of consumers (Tarannum et al., 2024). Together, they serve as pillars of corporate strategy, shaping perceptions, creating differentiation, and enhancing consumer trust. Research demonstrates that successful brands are those that cultivate strong brand associations and leverage advertising narratives that resonate with consumer values, emotions, and lived experiences (Lundqvist et al., 2013; Chen, 2015).