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

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  • Afaq Ahmed Khan
  • Saneela Jadoon
  • Naqash Ahmad Khan Tareen

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.

Suggested Citation

  • Afaq Ahmed Khan & Saneela Jadoon & Naqash Ahmad Khan Tareen, 2016. "Impact of Advertising on Brand Awareness and Commitment in Female Apparel Industry," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(3), pages 79-94, March.
    • Handle: RePEc:hur:ijarbs:v:6:y:2016:i:3:p:79-94
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    References listed on IDEAS

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    Cited by:

    1. Ibrahim Halil Efendioglu & Yakup Durmaz, 2022. "The Impact of Perceptions of Social Media Advertisements on Advertising Value, Brand Awareness and Brand Associations: Research on Generation Y Instagram Users," Papers 2209.13596, arXiv.org.

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