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Advertising, Branding and Digital Marketing: Their Combined Influence on Consumer Purchase Intention

Dr. Maheshkumar Shankar Kedar
Dr. Maheshkumar Shankar Kedar * § MBA, NET, PHD, Post Doc. Marketing. Asst. Professor
§ Sinhgad College of Science

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Advertising, Branding and Digital Marketing: Their Combined Influence on Consumer Purchase Intention

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Consumers today meet a brand in many places at once: a television spot in the evening, a sponsored post on the phone during lunch, a search result the next morning. This paper asks how three of those touchpoints, namely advertising, branding and digital marketing, work together to shape a consumer’s intention to buy. Most earlier studies look at each of them separately, so it is still unclear which one carries the most weight and whether they reinforce each other. A descriptive and causal research design was used. Primary data were collected through a structured questionnaire from 200 consumers using a five-point Likert scale, and the responses were analysed with reliability testing, Pearson correlation and multiple regression. The results indicate that advertising, branding and digital marketing each have a positive and significant relationship with purchase intention, and that together they explain a large share of its variation. Branding showed the strongest individual effect, followed by digital marketing and then advertising. The paper closes with practical suggestions for marketers and wider recommendations for strategy and future research.

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Advertising, Branding and Digital Marketing: Their Combined Influence on Consumer Purchase Intention

Maheshkumar Kedar
Maheshkumar Kedar Sinhgad College of Science