IMPACT OF CULTURAL ADVERTISEMENTS ON ATTRIBUTES TOWARDS BRAND, ADVERTISING AND PURCHASE INTENTIONS

Ayesha Amjad and Hafiz Saqib Mehmood Najmi
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Hafiz Saqib Mehmood Najmi: The Superior University, Lahore, Pakistan

Pakistan Journal of Humanities and Social Sciences, 2015, vol. 3, issue 2, p:87-99

Abstract: This paper aims at investigating the impact of cultural ads on the consumer behavior towards different products like their attributes towards brand, attribute towards advertisement and purchase intention. Culture plays very vital role while selecting the products. This paper tests the efficiency and importance of the cultural ads. Data has been collected from 160 respondents in questionnaire form. Factor analysis, ANOVA, Regression Analysis and CronBach’s Alpha were run in SPSS to verify the devised model. Significant results were deduced to enforce the hypotheses that cultural ads do have impact on attributes towards brand and attribute towards advertisement, but not for purchase intention. Further research can be conducted in this research by changing the demographics of respondents and expanding the research horizon to check the significance of cultural ads in marketing and promotion. Further aspects of culture can also included to determine how culture can have positive impact on purchase intentions.

Keywords: Attributes towards Brand; Attribute Towards Advertisement and Purchase Intention; Cultural Ads (search for similar items in EconPapers)
Date: 2015
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