Empirical Investigating of Creative Advertising Effects on Purchase Intention: Mediating Role of Attitude toward Ad and Attitude Toward Brand

Advertising creativity is usually defined as a function of two traits: divergence and relevance. Divergence refers to extent to which an ad contains elements that are novel, different, or unusual. Relevance is refers to elements that are meaningful, appropriate and worthy for the audiences. In this paper the structural model of the relationship between dimensions of advertising creativity, attitude toward brand, attitude toward advertising and purchase intention is investigated. In order to data gathering 4 advertising video related to 4 wellknown brands were shown to 300 students during a twenty minute animated movie in order to perform the study in a real environment. Results achieved by path analysis using Lisrel program indicate that there is a significant relationship between advertising creativity and purchase intention through mediating role of attitude toward brand but the result does not support the mediating role of attitude toward advertising in making relationship between advertising creativity and purchase intention.