Open AccessImpact of Cultural Advertisements on Attributes Towards Brand, Advertising And Purchase Intentions
Author(s) -
Ayesha Amjad,
Hafiz Saqib Mehmood Najmi
Publication year - 2015
Publication title -
pakistan journal of humanities and social sciences
Language(s) - English
Resource type - Journals
eISSN - 2709-801X
pISSN - 2415-007X
DOI - 10.52131/pjhss.2015.0302.0013
Subject(s) - advertising , cronbach's alpha , promotion (chess) , demographics , psychology , marketing , business , sociology , political science , demography , politics , law , service (business)
This paper aims at investigating the impact of cultural ads on the consumer behavior towards different products like their attributes towards brand, attribute towards advertisement and purchase intention. Culture plays very vital role while selecting the products. This paper tests the efficiency and importance of the cultural ads. Data has been collected from 160 respondents in questionnaire form. Factor analysis, ANOVA, Regression Analysis and CronBach’s Alpha were run in SPSS to verify the devised model. Significant results were deduced to enforce the hypotheses that cultural ads do have impact on attributes towards brand and attribute towards advertisement, but not for purchase intention. Further research can be conducted in this research by changing the demographics of respondents and expanding the research horizon to check the significance of cultural ads in marketing and promotion. Further aspects of culture can also included to determine how culture can have positive impact on purchase intentions.