Effective advertising and its influence on consumer buying behavior

Ghulam Shabbir Khan Niazi, Javaria Siddiqui, Burhan Ali Shah and Ahmed Imran Hunjra

MPRA Paper from University Library of Munich, Germany

Abstract: Advertising is a way of communication to convince an audience for taking purchase decision about a product or service and delivering information to viewers. This paper examines the relationship between environmental response and emotional response which are independent variables with dependent variable i.e. consumer buying behavior. This research investigates the relationship between the variables involved, by taking the 200 responses in twins’ cities of Pakistan. Findings of this study show the moderate relationship between independent variables and dependent variable. It shows that consumer purchase those brands from which they are emotionally attached. This study reports new results in the field of buying behavior of consumers’ response.

Keywords: Environmental response; Emotional response; Consumer buying behavior (search for similar items in EconPapers)
JEL-codes: D91 (search for similar items in EconPapers)
Date: 2011
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Published in Information Management and Business Review 3.4(2012): pp. 114-119

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Related works:
Journal Article: Effective Advertising and its Influence on Consumer Buying Behavior (2012)
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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:40689

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