Brand attitude and advertising are always a popular topic for research in various sectors such as social psychology, Marketing and Mass communication. This study aims to shed light on the advertising effectiveness to measure brand attitude and finding new perspectives of advertising for the same. PRISMA framework is used for the systematic literature review for research articles during 2013 to 2023 after systematic inclusion and exclusion of 1790 records initially retrieved using the keywords “Brand attitude” AND “Advertising” from Google Scholar database. A descriptive analysis of the papers were done to assess the year wise publication, country wise trends, publication house trends, keyword cloud analysis, areas of advertising taken to measure brand attitude, broad areas of advertising used for the studies and types of media used for the studies. The findings reveal diverse areas of advertising i.e. 12 broad areas of advertising for brand attitude formation. The year 2017 finds the first place for publishing highest numbers of papers and India is in the first position followed by USA in the country wise analysis. Followed by the keyword analysis suggests that brand attitude, advertising, purchase intention, brand and advertising attitude finds the highest place in the cloud. Advertising will always be an antecedent of brand attitude because of its nature of manipulating consumers behaviour. The advent of new technology plays a pivotal role in revolutionizing advertising strategies, which may directly or indirectly influence brand attitude.
Devi et al. (2025) studied this question.