The influence of advertising language and brand loyalty on consumers’ purchase intentions

Purpose This study aims to investigate the effects of using technical and non-technical language in advertisements, as well as varying levels of brand loyalty, on consumers' attitudes and purchase intentions. Design/methodology/approach This study categorizes advertising language into technical and non-technical language, dividing brand loyalty into high and low to set up a 2 × 2 research model measuring consumer purchase intentions. The research model was established to verify the impact on consumer attitudes and purchase intentions based on high and low brand loyalty. Thus, this study specifically investigates this through a two-way ANOVA. It analyzes how the use of technical versus non-technical language in advertisements, along with varying levels of brand loyalty, affects consumers' purchase intentions. Findings The results show that non-technical language has a more positive impact on consumers' purchase intentions. The higher the brand loyalty, the more positively it affects consumers' purchase intentions. ANOVA further reveals a statistically significant interaction effect between non-technical language and brand loyalty on consumers' purchase intentions. This indicates that products with high brand loyalty and non-technical language positively influence consumers' purchase intentions. Additionally, the moderation effect of gender shows that brand loyalty has a more positive impact on purchase intentions among females. Research limitations/implications The study focused on consumers mainly from Generation Z and Generation Y, with a relatively small sample from Generation X. Generation X also has significant digital experience, so increasing the sample size for this group would be beneficial. Additionally, analyzing the moderating effects of gender on the relationship between consumer attitudes toward advertising language and purchase intentions may be worthwhile. Practical implications Apple and Xiaomi were chosen as the experimental subjects from a brand loyalty perspective. Although Apple and Xiaomi are well-known brands among Chinese consumers, Apple has high brand loyalty, whereas Xiaomi’s is relatively lower. However, in actual purchasing decisions, consumers consider various factors, such as product image and usability. Future research should consider analyzing these factors. Moreover, the study is limited to Chinese consumers. Future research should expand to include consumers from other countries. This would allow for more objective results. Originality/value These results indicate that, generally, consumers’ purchase intentions are more directly influenced by non-technical than by technical language in advertising. This is because non-technical language is generally easier for consumers to understand. Additionally, the interaction of non-technical language with products that have high brand loyalty also further influences consumer purchase intentions.