Niazi, Ghulam Shabbir Khan and Siddiqui, Javaria and Shah, Burhan Ali and Hunjra, Ahmed Imran (2011): Effective advertising and its influence on consumer buying behavior. Published in: Information Management and Business Review , Vol. 4, No. 3 (2012): pp. 114-119.
Download (304kB) | Preview
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.
|Item Type:||MPRA Paper|
|Original Title:||Effective advertising and its influence on consumer buying behavior|
|Keywords:||Environmental response, Emotional response, Consumer buying behavior|
|Subjects:||D - Microeconomics > D9 - Intertemporal Choice > D91 - Intertemporal Household Choice ; Life Cycle Models and Saving|
|Depositing User:||Ahmed Imran Hunjra|
|Date Deposited:||16. Aug 2012 10:02|
|Last Modified:||11. Feb 2013 16:45|
Adelaar, T., Chang, S., Lanchndorfer, K. M., Lee B. & Morimoto M. (2003). Effects of Media Formats on Emotions & Impulse Buying Behavior. Journal of Information Technology, 18, 247–266.
Ayanwale, A. B., Alimi, T. & Ayanbimipe, M. A. (2005). The Influence of Advertising on Consumer Brand Preference. Journal of Social Science, 10(1): 9-16
Bezijian, A. A., Calder, B., & Iacobucci, D. (2008). New Media Interactive Advertising vs. Traditional advertising. Journal of Advertising Research, 38(4), 23-32.
Bijmolt, T. H. A., Claassen, W., & Brus, B. (1998). Children’s Understanding of TV Advertising: Effect of Age, Gender, and Parental Influence. Journal of Consumer Policy, 21, 171-194.
Bovee, L. C., Thill, V.J., Dovel, G. P., & Wood, M. B. (1995). Advertising Excellence. McGraw Hill.
Brassington, F., & Pettitt, S. (2001). Principles of Marketing, 3rd Edition, Pearson Education, Prentice Hall.
Dittmar, H., Long, K., Meek, R. (2004). Buying on the Internet: Gender Differences in On-line and Conventional Buying Motivations. Journal of Sex Roles, 50(5/6).
Goldsmith, R. E. & Lafferty, B.A. (2002). Consumer response to websites & their influence on advertising effectiveness. Internet research. Journal of Electronic Networking Application and Policy, 12 (4). : 318-328.
Hair, J. F., Anderson, R. E., Tatham, R. L. & Black, W. C. (1998), Multivariate Data Analysis, Fifth edition, Prentice-Hall International, Inc.
Heberlein, T. A., & Wisconsin, M. (1998). Environmental Attitudes, ZfU (2)81, 241-270.
Hitchon, J. (1994). Effect of Ambiguity & Complexity on Consumer Response to Music Video Commercials. Journal of Broadcasting & Electronic Media, 38(3), 289-306.
Holden, S., J., S., & Lutz, R., J. (1992). “Ask Not What the Brand Can Evoke; Ask What Can Evoke the Brand. Journal of Advances in Consumer Research, 19, 101 -107. http://www.itu.int/ITUD/ict/newslog/content/binary/20-2008jpg.
Hussainy, S. K., Riaz, K., Kazi, A. K., & Herani, G. M. (2008). Advertising Styles’ Impact on Attention in Pakistan. KASBIT Business Journal, 1(1), 28-38.
Jalees, T. (2006). Brand Personification of Mobilink, U Phone, Telenor, and Warid. Journal of Research Market Forces, 2(2), 50-76.
Katke, K. (2007). The Impact of Television Advertising on Child Health & Family Spending. International Marketing Conference on Marketing & Society. Retrieved on Dated: 10-04-2009 from
Keller, L. K. (2006). Strategic Brand Management Process, in Prespective of Modern Brand management, Ed. Dr. Franz-Rudolf Esch.
Mendelson, A. L., & Bolls, P. D. (2002). Emotional effects of advertising on young adults of lower socio economicstatus. Retrieved on Dated: 01-05-2009 from http://www.allacademic.com/meta/p_mla_apa_research_ciation/1/1/1/3/7/p11138
Morris, J. D., & Boone, M. A. (1998). The Effect of Music on Emotional Response, Brand Attitude, & Purchase Intent in an Emotional Advertising Condition. Advances in Consumer Research, 25, 518-526.
Romaniuk, J., & Sharp, B.. (2004). Conceptualizing & Measuring Brand Salience. Marketing Theory Articles, 4(4), 327-342.
Smith, R. E., & Swinyard W. R. (1983). Attitude- Behavior Consistency: The Impact of Product Trial versus Advertising. Journal of Marketing Research, 1, 257-267.
Stern, H. (1962). The Significance of Impulse Buying Today. Journal of Marketing, 26, 59-62.
Tirmizi, M. A., Rehman, K. U., & Saif M. I. (2009). An Empirical Study of Consumer Impulse Buying Behavior in Local Markets European. Journal of Scientific Research, 28, 522-532.