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Effective advertising and its influence on consumer buying behavior

Author

Listed:
  • Niazi, Ghulam Shabbir Khan
  • Siddiqui, Javaria
  • Shah, Burhan Ali
  • Hunjra, Ahmed Imran

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.

Suggested Citation

  • Niazi, Ghulam Shabbir Khan & Siddiqui, Javaria & Shah, Burhan Ali & Hunjra, Ahmed Imran, 2011. "Effective advertising and its influence on consumer buying behavior," MPRA Paper 40689, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:40689
    as

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    File URL: https://mpra.ub.uni-muenchen.de/40689/1/MPRA_paper_40689.pdf
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    References listed on IDEAS

    as
    1. Kashif Riaz & Syed Karamatullah Hussainy & Abdul Kabeer Kazi & Gobind M. Herani, 2008. "Advertising Styles’ Impact on Attention in Pakistan," KASBIT Business Journals, Khadim Ali Shah Bukhari Institute of Technology (KASBIT), vol. 1, pages 28-35, December.
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    Citations

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    Cited by:

    1. Olimpia OANCEA, 2014. "The Use Of Relevant Factors For Consumers In Designing A Communicational Message," SEA - Practical Application of Science, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 4, pages 639-644, July.

    More about this item

    Keywords

    Environmental response; Emotional response; Consumer buying behavior;

    JEL classification:

    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making

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