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Parallel Session: The Mediating Role Of Brand Image Of Health Product Brands On Consumer-Brand Relationships In Social Media, Dilip Mutum, Jing Ning, Ezlika Ghazali
Parallel Session: The Mediating Role Of Brand Image Of Health Product Brands On Consumer-Brand Relationships In Social Media, Dilip Mutum, Jing Ning, Ezlika Ghazali
International Conference on Marketing
This paper presents the finding of a study which examines the mediating role of brand image towards the effects of various brand factors influencing consumer-brand relationship, viz., brand experience, brand attribute, endorser effect, brand familiarity, online advertisement and social media engagement. This paper was extracted from a much larger study which examined the relationships in the context of health product brands in Malaysia. The results of this study hold important implications for both practitioners and academics. Marketers need to make efforts to further improve their brand image and communicate it clearly to the consumers. This will lead to better consumer …
Parallel Session: Comparative Study: Effect Of Color On Major Chocolate Brands In Pakistan (Branding And Packaging), Khawaja Saad Sohail, Sarah Khan
Parallel Session: Comparative Study: Effect Of Color On Major Chocolate Brands In Pakistan (Branding And Packaging), Khawaja Saad Sohail, Sarah Khan
International Conference on Marketing
From the moment we open our eyes there is one thing that surrounds us and that is color. Thus color is one of the most important part of human life. Similarly when we talk about marketing we can’t go any futher unless we take into account how this major variable “Color” will impact us.This research aims to study how color effects people in Pakistan. Are there any differences in color choices amoung people based on their age, gender and religion. Does occasion play any part in impacting our color choice. Furthermore this research will also provide evidence about how change …
Parallel Session: Customer’S Attitude Towards Ramadan Advertising, Farheen Khalid, Muhammad Sufyan Ramish, Junaid Ansari, Dr. Tariq Jalees
Parallel Session: Customer’S Attitude Towards Ramadan Advertising, Farheen Khalid, Muhammad Sufyan Ramish, Junaid Ansari, Dr. Tariq Jalees
International Conference on Marketing
Ramadan is the only religious festival in which marketing & advertising activities are carried for whole month. This provides opportunities & challenges to the marketers along with controversies. This paper will not address the controversies but will measure the effect of Ramadan advertisements on consumer attitude. Three hundred and ninety one (391) students of different universities in Karachi participated in this study. The questionnaire adopted for this study had established reliabilities and validates which were re-ascertained for the present set of data. All the five constructs used in this study had five items all based on seven point Likert scale. …