The impact of banner ads on consumer attitude and purchase intention toward golf products: using product classification and contextual congruity

Purpose This study investigates the impact of banner ads for golf products by examining how product classification, consumer involvement level and contextual congruity interact to influence consumer attitude and purchase intention. Grounded in the elaboration likelihood model (ELM) and the theory of planned behavior (TPB), the research aims to understand how these psychological variables affect core golfers' attitude and intention toward golf products. Design/methodology/approach A 2 × 2 × 2 factorial experimental design was employed with core golfers, defined as individuals playing at least eight rounds per year. The experiment tested the effects of three variables: product value (utilitarian vs. hedonic), involvement level (high vs. low) and contextual congruity (high vs. low). Participants were exposed to banner ads embedded within either congruent or incongruent website content, and their attitude and purchase intention were measured. Findings Results showed banner ads are most effective when they promote high-involvement, utilitarian products in highly congruent website contexts. A significant three-way interaction effect on attitude was identified, and attitude strongly predicted purchase intention. The study confirmed that central route processing leads to more favorable advertising outcomes when congruity, involvement and product type align. Originality/value This research extends the literature on digital sport advertising by identifying interaction effects among cognitive and contextual variables. It also refines the application of ELM in banner ads, informing marketers targeting core golfers.