Effective Advertising and its Influence on Consumer Buying Behavior

Information Management and Business Review, Vol. 4, No. 3, pp. 114-119, March 2012

6 Pages Posted: 16 Aug 2012

See all articles by Ghulam Shabbir Khan Niazi

Ghulam Shabbir Khan Niazi

affiliation not provided to SSRN

Javaria Siddiqui

affiliation not provided to SSRN

Burhan Alishah

affiliation not provided to SSRN

Ahmed Imran Hunjra

University of Waikato; Pir Mehr Ali Shah Arid Agriculture University Rawalpindi (PMAS)

Date Written: August 16, 2012

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

Suggested Citation

Niazi, Ghulam Shabbir Khan and Siddiqui, Javaria and Alishah, Burhan and Hunjra, Ahmed Imran, Effective Advertising and its Influence on Consumer Buying Behavior (August 16, 2012). Information Management and Business Review, Vol. 4, No. 3, pp. 114-119, March 2012. Available at SSRN: https://ssrn.com/abstract=2130358

Ghulam Shabbir Khan Niazi

affiliation not provided to SSRN ( email )

Javaria Siddiqui

affiliation not provided to SSRN

Burhan Alishah

affiliation not provided to SSRN

Ahmed Imran Hunjra (Contact Author)

University of Waikato ( email )

Te Raupapa
Private Bag 3105
Hamilton, 3240
New Zealand

Pir Mehr Ali Shah Arid Agriculture University Rawalpindi (PMAS) ( email )

Muree Road Rawalpindi
Shamsabad, Punjab 44000
Pakistan
00923457162527 (Phone)

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