Cognitive Engagement through Promotional Innovation: An AMOS-Based Investigation into Creative Advertising and Brand Loyalty Among Child Consumers

Abstract

In an era branded by proliferating media stimuli and progressively erudite branding strategies, creative advertising has surpassed its conventional communicative remit to operate as a potent economic instrument—particularly in sculpting perceived utility and behavioural predilections among juvenile consumers. This inquiry critically evaluates the economic and behavioural dimensions of advertising creativity, positioning it as a form of intangible product differentiation that modulates micro-level demand dynamics and consumer cognition. Anchored in the theoretical schema of behavioural economics, the study conceptualizes children as boundedly rational agents, whose decision-making heuristics are especially susceptible to emotionally evocative, narratively enriched, and sensorially immersive advertising content.

Employing Structural Equation Modelling (SEM) via AMOS 22, the study analyses empirical data from 405 parent respondents, yielding statistically significant connotations (p < .001) between advertising creativity and four latent constructs: brand loyalty, purchase influence, emotional engagement, and advertisement recall. The findings substantiate that creative advertising not only amplifies affective resonance and cognitive salience but also engenders brand capital accumulation and durable consumer imprinting from an early developmental stage.

The study advances a multidisciplinary contribution—intersecting microeconomics, consumer psychology, and regulatory discourse—by illuminating the implications of convincing creative strategies on market efficiency, informational asymmetry, and normative frameworks governing advertising absorbed at cognitively emergent consumer segments.