Failure of Brand Intoxication with the Mediating Effect of Ad Skepticism

Rafique Ahmed Khuhro (), Niaz Ahmed Bhutto () and Irshad Hussain Sarki ()
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Rafique Ahmed Khuhro: Sukkur IBA, Postal: Office of Research, Innovation and Commercialization Sukkur Institute of Business Administration Airport Road Sukkur-65200, Sindh Pakistan
Niaz Ahmed Bhutto: Sukkur IBA, Postal: Office of Research, Innovation and Commercialization Sukkur Institute of Business Administration Airport Road Sukkur-65200, Sindh Pakistan
Irshad Hussain Sarki: Sukkur IBA, Postal: Office of Research, Innovation and Commercialization Sukkur Institute of Business Administration Airport Road Sukkur-65200, Sindh Pakistan

Sukkur IBA Journal of Management and Business, 2015, vol. 2, issue 1, 85-101

Abstract: Brands still have not intoxicated the all segments of customers, yet there are people who have motivations to escape from brand. This study explores the mediating role of ad skepticism between self-image congruency, product knowledge and brand escapism motivation. The other purpose is to see the direct relation of product knowledge and self-image congruency on brand escapism motivation. A Study of 267mobile phone users is conducted, who use iconic and less iconic mobile phone brands. Proposed relationships were empirically tested through SPSS and SPSS Macro for Multiple Mediation. People in Pakistan consider mobile phone brands as their social status, due to this their beliefs and disbeliefs about advertising and motivation in brand escapism are helpful to understand. Pakistan is a developing country, consumers are not so much brand conscious and do not pay attention to advertising issues like developed countries. Because of this mediating effect of ad skepticism is not supported. The results support the effects of self-image congruence and product knowledge on the brand escapism motivation but not on the ad skepticism.

Keywords: Brand Escapism Motivation; Ad Skepticism; Self-Image Congruence; Product Knowledge (search for similar items in EconPapers)
JEL-codes: M11 (search for similar items in EconPapers)
Date: 2015
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