Impact of Advertising on Brand Awareness and Commitment in Female Apparel Industry

Afaq Ahmed Khan, Saneela Jadoon and Naqash Ahmad Khan Tareen

International Journal of Academic Research in Business and Social Sciences, 2016, vol. 6, issue 3, 79-94

Abstract: The aim of this study is to explore the effectiveness of advertisement on brand commitment with the moderating role of quality between brand awareness and commitment. While the role of brand awareness as a mediator will be explored with respect to the female apparel industry in Abbottabad. The study is quantitative in nature as 150 questionnaires were handout to females that belongs to the upper middle and the upper class. The empirical result indicates that how consumer’s present and future commitment is affected by brand awareness. This research work is done in female apparel industry in Abbottabad which can help others or marketers to make the most worthy strategy in this sector. The research is carried out with minimum resources and not many respondents which were not enough to observe the inclination of the whole population towards brands.

Keywords: Advertisement; Brand Awareness; Quality and Brand Commitment (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:hur:ijarbs:v:6:y:2016:i:3:p:79-94

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