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Impact of Brand Image and Advertisement on Consumer Buying Behavior

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Impact of Brand Image and Advertisement on Consumer Buying Behavior
Impact of Brand Image and Advertisement on Consumer Buying Behavior

Impact of Brand Image and Advertisement on Consumer Buying Behavior
Muhammad Ehsan Malik, Muhammad 1 2 Mudasar Ghafoor, 3Hafiz Kashif Iqbal,
4Qasim Ali, 4Hira Hunbal, 4Muhammad Noman and 4Bilal Ahmad
1Institute of Business Administration (IBA), University of the Punjab, Lahore, Pakistan
Dean Economics and Management Sciences, University of the Punjab, Lahore, Pakistan
2School of Business, University of Dundee, Scotland, United Kingdom
3School of Business and Economics, University of Management and Technology, Lahore, Pakistan
4Department of Business Administration, University of the Punjab Gujranwala Campus, Pakistan
Submitted: Apr 27, 2013; Accepted: Jun 3, 2013; Published: Jun 20, 2013
Abstract: Brand image and advertisement play a crucial role to boost up any business performance as brand image is an implied tool which can positively change people’s buying behaviors and advertisement is behaving as a driving force for any business as it’s an effective source to convey your message and stay in customer’s mind. The purpose of this study is to examine the impact of brand image and advertisement on consumer buying behavior in the general public at Gujranwala city. Questionnaire survey was used to collect the data by using non probability convenient sampling technique. A sample of 200 questionnaires was used in which
175 responses were collected within the period of one month. Findings show that brand image and advertisement have strong positive influence and significant relationship with Consumer buying behavior.
People perceive the brand image with positive attitude. Study depicted that teenagers in Gujranwala are more conscious about their social status so they prefer branded products and advertisement affects their Consumer
Buying Behavior positively. In the last of article limitations of research, implications and suggestions for further research also included.
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