Mediation of Attitude toward Advertisements in The Relationship between Advertisements and Purchase Intention Kumar S. Dinesh1,3, Kumar V. Hemanth2 1Research scholar, Bharathiyar University, Coimbatore, Tamilnadu, India 2Professor-Sri Sai Ram Institute of Management studies, Chennai, Tamilnadu, India 3Assistant professor, Sri Sai Ram Institute of Management studies, Chennai, Tamilnadu, India Online published on 16 March, 2018. Abstract In present bailiwick of sales promotion, advertisements act as an accelerating puppet to lure the customers to think about their products. the escalated competition between product promoters engulfed them to go back to very purpose of advertisement which is to inform, attract and create awareness about their products among the competitors. the momentous study examines the interrelationship between advertisements, attitude toward advertisements and purchase intention. Further some, this study concentrates on the mediating role of attitude towards advertisements in between the purchase intention and advertisements. the study was conducted among 320 common people from various walks of life in Chennai city was used for the study. The hypotheses were examined by linear regression and Sobel test. Findings reveled that both advertisements and attitude towards advertisements have a positive influence on purchase intention and also the mediating element attitude towards advertisements have a partial relationship between advertisements and purchase intentions. Top Keywords Advertisements, attitude toward advertisements, purchase intentions, mediation. Top |