This research study proposes a model to test the impact of advertising puffery on purchase intention and brand loyalty involving the mediating role of ad‐related factors—likability of the advertisement and attitude toward the ad‐ and brand‐related factors—brand familiarity, attitude toward the brand, and brand credibility. The inclusion of brand loyalty as an exogenous construct is an attempt to extend the existing research in the ad puffery domain. Further, a combination of ad‐related and brand‐related factors as mediators is a novel approach in the field of ad puffery. It provides insightful findings for researchers as well as practitioners. The cross‐sectional approach used in this study involved gathering data from young adult respondents (age group between 18 and 24 years) over a specific period. Results based on 330 young adult respondents revealed significant direct and mediating effects. All the ad‐related and brand‐related factors mediated the direct relationship of ad puffery with purchase intention and brand loyalty. Additionally, gender significantly moderated the direct relationship of ad puffery with purchase intention. Further, theoretical contributions, practical implications, and future research directions are discussed.

中文翻译：

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广告夸大对年轻人购买意愿和品牌忠诚度的影响

本研究提出了一个模型来测试广告夸大对购买意愿和品牌忠诚度的影响，涉及广告相关因素（广告的好感度和对广告的态度）和品牌相关因素（品牌熟悉度、对品牌的态度）的中介作用。品牌，以及品牌信誉。将品牌忠诚度作为一种外生结构纳入是一种扩展广告夸大领域现有研究的尝试。此外，将广告相关因素和品牌相关因素结合起来作为中介，是广告宣传领域的一种新颖方法。它为研究人员和从业者提供了富有洞察力的发现。本研究采用横断面方法，收集特定时期内年轻成人受访者（年龄在 18 岁至 24 岁之间）的数据。基于 330 名年轻成人受访者的结果显示了显着的直接效应和中介效应。所有与广告相关和与品牌相关的因素都介导了广告宣传与购买意愿和品牌忠诚度的直接关系。此外，性别显着调节了广告夸大与购买意愿的直接关系。此外，还讨论了理论贡献、实际意义和未来的研究方向。