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Failure of Brand Intoxication with the Mediating Effect of Ad Skepticism


  • Khuhro, Rafique Ahmed

    () (Sukkur IBA)

  • Bhutto, Niaz Ahmed

    () (Sukkur IBA)

  • Sarki, Irshad Hussain

    () (Sukkur IBA)


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

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    More about this item


    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


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