IDEAS home Printed from https://ideas.repec.org/a/asi/joabsj/v2y2012i1p9-13id4015.html
   My bibliography  Save this article

Advertising Effectiveness on Brand Judgment and Consumer Preference in Purchasing Decision in Pakistan

Author

Listed:
  • Abdul Latif
  • Anwar Ali Shah G Syed
  • Ali Hassan Halepoto
  • Muhammad Suhail Nazar
  • Faiz M Shaikh

Abstract

The research investigates the advertising effectiveness on brand judgment and consumer preferences in Pakistan. Advertising is often seen as an efficient but sometimes ineffective external influence on buyer behavior in making the purchase decision. Marketers are therefore seeking ways to make advertising more effective. This paper provides a theoretical framework explaining how advertisements (ads) can influence attitude and purchase intentions by activating an identity with one’s gender group to influence purchase decision in both gender groups. A gender group identity is an example of a social identity in which one sees oneself as a member of his or her gender group. Data were collected from 400 respondents by using the simple random technique; Structured Questionnaire was developed to get reliable results. The response rate was 90% in urban areas and 70% in rural areas; 80 percent of the respondents were male and 20% were female. This paper posits that favorable outcomes may be carried over to associated ads and brand judgments. This paper has also aligned social identity theory with the integrated tradition of understanding gender. The results show that advertising has positive impact on brand judgment, preferences among various brands in purchase decision, and behaviors consistent with group norms triggering an in-group bias. The readiness or ease with which a gender group identity becomes salient may depend on how strongly a person identifies with one’s gender group. In this paper, it is argued that ads that activate identification with one’s gender group will have a more favorable impact on future brand and ad judgments than ads that do not activate this identity. The study draws from three areas of the literature to support the propositions: advertising effectiveness; brand judgment; and consumer preferences. The study reveals that advertising has positive impact on brand judgment in respect of purchase decision in Pakistan.

Suggested Citation

  • Abdul Latif & Anwar Ali Shah G Syed & Ali Hassan Halepoto & Muhammad Suhail Nazar & Faiz M Shaikh, 2012. "Advertising Effectiveness on Brand Judgment and Consumer Preference in Purchasing Decision in Pakistan," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 2(1), pages 9-13.
    • Handle: RePEc:asi:joabsj:v:2:y:2012:i:1:p:9-13:id:4015
    as

    Download full text from publisher

    File URL: https://archive.aessweb.com/index.php/5006/article/view/4015/6297
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Namrata Sandhu, 2018. "Impact of Gender Cues in Advertisements on Perceived Gender Identity Meanings of the Advertised Product," FIIB Business Review, , vol. 7(4), pages 293-303, December.
    2. Dr. Kegoro O. Henry & Dr. Mwenda Justus & Dr. Elias Njagi, 2024. "The Role of Brand Management on Fast-Moving Consumer Goods Selection Among the Unemployed Urban Class During the Covid-19 Era. A Conceptual Paper," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(2), pages 856-872, February.

    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:asi:joabsj:v:2:y:2012:i:1:p:9-13:id:4015. 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.

    We have no bibliographic 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.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Robert Allen (email available below). General contact details of provider: https://archive.aessweb.com/index.php/5006/ .

    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.