Abstract
ABSTRACT
Drawing from theories of consumer behaviour and advertising effectiveness, this study explores how corporate advertising impacts consumer attitudes, both affective and cognitive, towards products. It further examines how levels of consumer involvement, categorized as high or low, influence the strength and direction of this relationship. Primary data were collected using structured questionnaires from a diverse sample of 339 Ghanaian consumers. Multiple regression statistical analysis was conducted to test the hypothesized relationships. The results indicate that corporate advertising significantly influences consumer attitudes, but the degree of impact varies with consumer involvement. Highly involved consumers engage in more extensive information processing and demonstrate stronger brand-related evaluations, whereas low-involvement consumers are more susceptible to peripheral cues, such as brand image and emotional appeals in advertising. The findings underscore the importance of tailoring corporate advertising strategies to match consumer involvement levels, suggesting that marketers must segment audiences based on involvement to optimize the effectiveness of their messages. This study adds to the limited research on consumer involvement in Ghana by providing empirical evidence from an emerging market context. It also offers insights to help institutions and policymakers design effective public campaigns that promote informed consumer choices and responsible marketing communication.