IDEAS home Printed from https://ideas.repec.org/a/aib/ibtjbs/v16y2020i1p30-43.html
   My bibliography  Save this article

The Influence of Adtrust (Trust in Advertising) on Current and Future Purchases of Consumers: A Study of Hair Products in Pakistan

Author

Listed:
  • Aisha Yusuf Mesiya

    (Institute of Business Management)

  • Muhammad Adnan Bashir

    (Institute of Business Management)

  • Muhammad Azeem Qureshi

    (Institute of Business Management)

  • Mukhtar Ahmed Khan

    (Institute of Business Management)

Abstract

With a vast range of choices available for products from low to high involvement, one of the factors to initiate a purchase is the product’s advertising technique, which can even go wasted if the potential consumers of the product lack trust in the information conveyed through its advertisement. This paper attempts to investigate the impact of consumer trust in advertising on purchase behavior of hair products (shampoos) in Pakistan, and aims to look at their relationship through the moderators of gender and age. The target population for the study is consumers of various shampoo brands available for use and being advertised in Pakistan. The sample comprises of 200 respondents belonging to different demographic categories from Karachi, where all the various forms of advertisement media are in function at large. Data was gathered through a structured questionnaire filled by the respondents, bearing 23 items related to the independent variable of Trust in Advertising and the dependent variable of Consumer Purchase Behavior (current and future purchase). After the analysis of data, the results showed that trust in advertising and purchase behavior have significant relationship with each other, but only the sub-variable of Affect bears significant impact on purchase behavior. With a vast range of product choices available from low to high involvement, product brands and advertising companies should take into account the trust factor at large, otherwise potential consumers of the product might become disloyal if they lack trust in the information conveyed through its advertisement.

Suggested Citation

  • Aisha Yusuf Mesiya & Muhammad Adnan Bashir & Muhammad Azeem Qureshi & Mukhtar Ahmed Khan, 2020. "The Influence of Adtrust (Trust in Advertising) on Current and Future Purchases of Consumers: A Study of Hair Products in Pakistan," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 16(1), pages 30-43.
    • Handle: RePEc:aib:ibtjbs:v:16:y:2020:i:1:p:30-43
    DOI: https://10.46745/ILMA.jbs.2020.161.01.03
    as

    Download full text from publisher

    File URL: http://ibtjbs.ilmauniversity.edu.pk/journal/jbs/16.1/3.pdf
    Download Restriction: no
    File URL: https://libkey.io/https://10.46745/ILMA.jbs.2020.161.01.03?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Katarzyna Bachnik & Robert Nowacki, 2018. "How to Build Consumer Trust: Socially Responsible or Controversial Advertising," Sustainability, MDPI, vol. 10(7), pages 1-21, June.
    2. Amna Javed & Shazaib Khan, 2014. "Consumer perception of brand trust online of clothing in Karachi: A case study of Gul Ahmed," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 1(1), pages 61-72, March.
    3. De Cannière, Marie Hélène & De Pelsmacker, Patrick & Geuens, Maggie, 2009. "Relationship Quality and the Theory of Planned Behavior models of behavioral intentions and purchase behavior," Journal of Business Research, Elsevier, vol. 62(1), pages 82-92, January.
    4. Andrew E. Wilson & Peter R. Darke, 2012. "The Optimistic Trust Effect: Use of Belief in a Just World to Cope with Decision-Generated Threat," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(3), pages 615-628.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Aisha Yusuf Mesiya & Muhammad Adnan Bashir & Muhammad Azeem Qureshi & Mukhtar Ahmed Khan, 2020. "The Influence of Adtrust (Trust in Advertising) on Current and Future Purchases of Consumers: A Study of Hair Products in Pakistan," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 16(1), pages 16-13.
    2. Yuan-Shuh Lii & May-Ching Ding & Chih-Huang Lin, 2018. "Fair or Unfair: The Moderating Effect of Sustainable CSR Practices on Anticipatory Justice Following Service Failure Recovery," Sustainability, MDPI, vol. 10(12), pages 1-21, December.
    3. Mathias Zannakis & Sverker Molander & Lars-Olof Johansson, 2019. "On the Relationship between Pro-Environmental Behavior, Experienced Monetary Costs, and Psychological Gains," Sustainability, MDPI, vol. 11(19), pages 1-14, October.
    4. Carole Donada & François Lenglet & Caroline Mothe & Jean-Jacques Nillès, 2015. "Un indice de mesure du collaboratif client-fournisseur," Post-Print hal-01301383, HAL.
    5. Alicia Izquierdo–Yusta & María Pilar Martínez–Ruiz & Héctor Hugo Pérez–Villarreal, 2021. "Studying the impact of food values, subjective norms and brand love on loyalty: findings obtained at fast food restaurants in Mexico," DOCFRADIS Working Papers 2103, Catedra Fundación Ramón Areces de Distribución Comercial, revised Mar 2021.
    6. Liobikienė, Genovaitė & Mandravickaitė, Justina & Bernatonienė, Jurga, 2016. "Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study," Ecological Economics, Elsevier, vol. 125(C), pages 38-46.
    7. Lohmann, Katharina, 2022. "Personality as a Determinant of Customer Experience Quality and Value-in-Use in a Public Crisis Situation – The Case of E-Learning," Junior Management Science (JUMS), Junior Management Science e. V., vol. 7(2), pages 390-411.
    8. Brian P. McCullough & Jonathan C. Casper & Danielle M. Kushner Smith, 2022. "Fan Responses of Sponsored Environmental Sustainability Initiatives," Sustainability, MDPI, vol. 14(21), pages 1-16, October.
    9. Bigerna, Simona & Bollino, Carlo Andrea & Micheli, Silvia, 2016. "Italian youngsters' perceptions of alternative fuel vehicles: A fuzzy-set approach," Journal of Business Research, Elsevier, vol. 69(11), pages 5426-5430.
    10. Marcela Korenkova & Milan Maros & Michal Levicky & Milan Fila, 2020. "Consumer Perception of Modern and Traditional Forms of Advertising," Sustainability, MDPI, vol. 12(23), pages 1-25, November.
    11. Mencarelli, Rémi & Lombart, Cindy, 2017. "Influences of the perceived value on actual repurchasing behavior: Empirical exploration in a retailing context," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 12-21.
    12. Nadeem, Waqar & Al-Imamy, Saifeddin, 2020. "Do ethics drive value co-creation on digital sharing economy platforms?," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    13. Kelcie Slaton & Sanjukta Pookulangara, 2022. "The Secondary Luxury Consumer: An Investigation into Online Consumption," Sustainability, MDPI, vol. 14(21), pages 1-17, October.
    14. Leonilde Conceição Silva & Emerson Wagner Mainardes & Arilda Magna Campagnaro Teixeira & Lindemberg Costa Júnior, 2020. "Brand orientation of nonprofit organizations and its relationship with the attitude toward charity and donation intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(3), pages 353-373, September.
    15. Frank, Douglas H. & Wertenbroch, Klaus & Maddux, William W., 2015. "Performance pay or redistribution? Cultural differences in just-world beliefs and preferences for wage inequality," Organizational Behavior and Human Decision Processes, Elsevier, vol. 130(C), pages 160-170.
    16. He, Yi & Chen, Qimei & Alden, Dana L., 2012. "Consumption in the public eye: The influence of social presence on service experience," Journal of Business Research, Elsevier, vol. 65(3), pages 302-310.
    17. Wu, Jih-Hwa & Cheng, Chih-Ming & Cheng, Po-Jen, 2015. "Behavioral intention toward urban eco-land performance assessment models using TPB tests," Journal of Business Research, Elsevier, vol. 68(4), pages 771-776.
    18. Liu, Yi & Li, Yuan & Zhang, Leinan, 2010. "Control mechanisms across a buyer-supplier relationship quality matrix," Journal of Business Research, Elsevier, vol. 63(1), pages 3-12, January.
    19. Xiaojuan Rao & Hongliang Qiu & Alastair M. Morrison & Wei Wei, 2022. "Linking Perceived Environmental CSR to Residents’ Environmental Citizenship Behavior in Rural Tourism: The Mediating Role of Resident–Environment Relationship Quality," IJERPH, MDPI, vol. 19(24), pages 1-19, December.
    20. Aparna Sundar & Edita S. Cao, 2020. "Punishing Politeness: The Role of Language in Promoting Brand Trust," Journal of Business Ethics, Springer, vol. 164(1), pages 39-60, June.

    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:aib:ibtjbs:v:16:y:2020:i:1:p:30-43. See general information about how to correct material in RePEc.

    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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Syed Kashif Rafi (email available below). General contact details of provider: https://edirc.repec.org/data/fmilmpk.html .

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

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.