IDEAS home Printed from https://ideas.repec.org/a/ris/ibajmb/0013.html
   My bibliography  Save this article

Failure of Brand Intoxication with the Mediating Effect of Ad Skepticism

Author

Listed:
  • Khuhro, Rafique Ahmed

    () (Sukkur IBA)

  • Bhutto, Niaz Ahmed

    () (Sukkur IBA)

  • Sarki, Irshad Hussain

    () (Sukkur IBA)

Abstract

Brands still have not intoxicated the all segments of customers, yet there are people who have motivations to escape from brand. This study explores the mediating role of ad skepticism between self-image congruency, product knowledge and brand escapism motivation. The other purpose is to see the direct relation of product knowledge and self-image congruency on brand escapism motivation. A Study of 267mobile phone users is conducted, who use iconic and less iconic mobile phone brands. Proposed relationships were empirically tested through SPSS and SPSS Macro for Multiple Mediation. People in Pakistan consider mobile phone brands as their social status, due to this their beliefs and disbeliefs about advertising and motivation in brand escapism are helpful to understand. Pakistan is a developing country, consumers are not so much brand conscious and do not pay attention to advertising issues like developed countries. Because of this mediating effect of ad skepticism is not supported. The results support the effects of self-image congruence and product knowledge on the brand escapism motivation but not on the ad skepticism.

Suggested Citation

  • Khuhro, Rafique Ahmed & Bhutto, Niaz Ahmed & Sarki, Irshad Hussain, 2015. "Failure of Brand Intoxication with the Mediating Effect of Ad Skepticism," Sukkur IBA Journal of Management and Business, Sukkur IBA University, vol. 2(1), pages 85-101, April.
  • Handle: RePEc:ris:ibajmb:0013
    as

    Download full text from publisher

    File URL: https://doi.org/10.30537/sijmb.v2i1.90
    File Function: Full text
    Download Restriction: no

    More about this item

    Keywords

    Brand Escapism Motivation; Ad Skepticism; Self-Image Congruence; Product Knowledge;

    JEL classification:

    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ris:ibajmb:0013. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Irfan Ali Menon). General contact details of provider: http://edirc.repec.org/data/sibaspk.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.