EFFECT OF DIMENSIONS OF ADVERTISING ON BEHAVIORAL INTENTIONS OF CUSTOMERS

Farhina Hameed, Younus Awan

Abstract


Marketers use diverse strategies to persuade customers in
order to maximize their sales. Billions of dollars are dedicated every year on diverse promotional activities.Among all, advertising plays an important role in informing customers. The aim of the study is to measure the impact of advertising dimensions on behavioral intention of customers. It measures the mediating and moderating role in describing behavioral intentions. Systematic sampling technique is applied, data is collected from students and sample size is 272 cellular
users. Multiple Regression analysis and Barons and Kenny’s method to test moderation and mediation is applied. All variables showed a positive impact on behavioral intentions except innovativeness. The study exhibits partial mediation and weak moderation effect. Managerial, academic and future implications are also discussed.

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