Investigation of the moderator role of brand loyaltyon the effect of attitude towardhumor advertising on purchase intention

The aim of this research is to examine the effect of consumer attitudes towards humorous advertisements on purchase intention and the moderating role of brand loyalty in this effect. A quantitative method was adopted in the research and a survey technique was used to collect data. Data were obtained from participants who watched and evaluated the video of the Ülker Kestra advertisement. The target audience was reached by snowball sampling method. The population of the study consists of people living in Turkey. The universe of the study consists of participants who watched and evaluated the video of the Ülker Kestra advertisement. The sample of the study consists of 403 people. Structural equation modeling and Process Macro were used to analyze the obtained data. Appropriate scales obtained from different studies were used to achieve the aim of the study. According to the findings obtained from the research, attitude towards humorous advertisements has a positive and significant effect on purchase intention and brand loyalty. It was observed that brand loyalty does not have a moderating role in the effect of attitude towards humorous advertisements on purchase intention. It was understood that brand loyalty has a positive and significant effect on purchase intention. According to the results of the study, creating a positive attitude towards humorous advertisements is important for businesses. In order to create a positive attitude towards humorous advertisements, it is recommended to pay attention to issues such as brand-celebrity fit and preparation of advertisements that are suitable for the target audience's sense of humor.