Do Brand Extensions Affect Consumer Attitude: An Empirical Experience-With Reference To Pakistani Consumers

Abideen, Zain-Ul; Latif, Abdul

doi:10.19030/jabr.v27i2.4137

Cited by 10 publications

(9 citation statements)

References 39 publications

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“…Therefore, growing fashion awareness and high purchasing power of consumers make Pakistan a lucrative market for foreign firms to explore (Shaeen, 2008). Rich consumers in Pakistan are interested in luxury fashions and are tending towards buying renowned international brands (Abideen & Latif, 2011). The most attractive and potential segment for Yellow is the middle-class consumer in Pakistan, as this segment is substantial and accessible.…”

Section: Yellow Goes Internationalmentioning

confidence: 99%

Beyond the Border: Yellow Goes International

Ahmed

Rifat

Nisha

et al. 2016

Global Business Review

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This article reports a case study on the Bangladeshi leading fashion brand Yellow. The study investigated Yellow’s international marketing process, following the brand’s journey from Bangladesh to Pakistan and South Korea. Conducting desk research and interviewing corporate personnel from Yellow, this case study obtained in-depth information and broader understanding about the internationalization of Yellow. The article investigated Yellow’s reasons for going international, how it chose its international markets and market segments and the challenges Yellow faced on its journey. The article is divided two parts: the first part discusses Yellow’s local expansion and the second part discusses Yellow’s internationalization.

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Section: Yellow Goes Internationalmentioning

confidence: 99%

Beyond the Border: Yellow Goes International

Ahmed

Rifat

Nisha

et al. 2016

Global Business Review

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“…Advertising is a subset of the promotion mix, which is one of the four parts of the marketing mix, including product, price, location, and promotion. Advertising is a promotional strategy used to build product awareness in consumers' minds to make purchasing decisions (Abideen & Latif, 2011). It is a communication tool used by marketers.…”

Section: The Concept Of Advertisingmentioning

confidence: 99%

Does Advertising Help Improve Consumer Purchasing Behavior toward Insurance Products?

Osei¹,

Adjabeng²,

Owusu-Mensah³

et al. 2022

JSS

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The study is focused on the effect of advertising on consumer buying behavior of insurance products in Ghana. Exploratory analysis and descriptive statistics were used to analyze quantitative data. Data analysis was done using a total of 200 valid responses from actual and prospective buyers of insurance products. The associations between constructions and latent variables were investigated using structural equation modeling (SEM). The results of the study revealed that advertisement, consumer awareness, consumer perception, consumer perception have a significant effect on consumer buying behavior toward insurance products. This outcome is consistent with the body of research. We advise that in order for advertising to be effective, the target market must be thoroughly engaged in order to understand their purchasing habits and attitudes toward goods and services. Additionally, as consumers' purchasing behavior is heavily influenced by their perception, more effort should be put into advertising that is perception-related.

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“…Advertisement not only just gives information but also attracts publics' attention. Thus, the main purpose of the advertisement is how the advertisement can persuade the consumer so that they will consume it later (Cook, 1992;Bex, 1996;Adelaar, et al, 2003;(Abideen & Latif, 2011). It means that the advertisement should lead the public attention to buy the product or service which has been arranged well.…”

Section: Advertisementmentioning

confidence: 99%

The Dominant Speech Functions in Cigarette Billboard Texts

Batubara¹,

Nasution

2020

JELTL

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<em>This research related to speech functions in cigarette billboard texts. The objectives are to describe the category and to derive dominantly used and explain the factors of the phenomenon of speech functions. The research method used descriptive qualitative. Data was collected by applying documentary techniques from commercial cigarette billboard texts (headline, subhead, slogan and images) in public places around the city center of Medan. The finding describes of the four speech functions available only three are used in commercial cigarette billboard text, statement constitutes 18 (69.25 %), question 1 (3. 8 %), command 7 (26. 9%), and offer 0 from 26 billboard texts. Statement genre used as the dominant one because it is suitable with the pattern of commercial billboard texts, where the viewer assumed only briefly saw the display of images and written text of the billboard with a duration of 5-7 seconds when they were driving. Thus, simple and powerful information in speech function of functional grammar and the language used must be efficient, effective and able to hypnotize readers so that results in positive action on the item being advertised</em>.

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Do Brand Extensions Affect Consumer Attitude: An Empirical Experience-With Reference To Pakistani Consumers

Cited by 10 publications

References 39 publications

Beyond the Border: Yellow Goes International

Beyond the Border: Yellow Goes International

Does Advertising Help Improve Consumer Purchasing Behavior toward Insurance Products?

The Dominant Speech Functions in Cigarette Billboard Texts

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