The Influence of Advertising on Consumer Brand Preference

Ayanwale, Adeolu B.; Alimi, Taiwo; Ayanbimipe, Matthew A.

doi:10.1080/09718923.2005.11892453

Cited by 73 publications

(62 citation statements)

References 5 publications

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“…Media coverage in this study comprises the matter of the source of information on Halal product which consist of all media available such as television, radio, internet, banner/billboard/outdoor display, magazines, posters, brochures, bulletin, newspaper, documentaries, articles, advertisement, sales promotion and so on (Ayanwale et al, 2005;Rahim and Pawanteh, 2009;Hafiz and Mahalingam, 2012;Che Omar, 2013). Consumers are practically influenced by what they saw in television and Internet that drive their purchasing decision (Abdullah Swidi et al, 2010).…”

Section: Advertisingmentioning

confidence: 99%

Awareness and Perception of Muslim Consumers on Halal Cosmetics and Personal Care Products

Rahim

Shafii

Shahwan

2015

International Journal of Business, Economics and Management

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Muslim populations increasing throughout the world, the awareness on consuming Contribution/ Originality:This study is one of very few studies which have investigated the awareness and perception of Muslim consumers on Halal cosmetics and personal care products. A lot of studies have been done on Halal food and its related industries including Islamic finances, but less on non-food.Halal cosmetics and personal care products are currently in attention and demand from the consumers and producers as well. Thus, this study intends to investigate the factors that influence the awareness and perception of Muslim consumer on Halal cosmetics and personal care products.

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Section: Advertisingmentioning

confidence: 99%

Awareness and Perception of Muslim Consumers on Halal Cosmetics and Personal Care Products

Rahim

Shafii

Shahwan

2015

International Journal of Business, Economics and Management

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“…The outcome may be clarified by the way that when individuals observe ceaselessly the elements, advantages, costs and different offices of an item, they inclined to purchase that item [4]. Then again, some were of the sentiment that more recurrence of TV advertisement does not expand the item request in light of the fact that they may not be responsive to any new products or brands.…”

Section: Figure 4 More Frequency Of Television Advertisement Increasmentioning

confidence: 99%

“…Television advertising can have a powerful influence on women in case food preferences and consumption behavior. Advertising value has increased dramatically in recent years (Ayanwale et al 2005).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Total 440 100 Table 6 demonstrate 52.7% of the respondents saw that they liked to purchase the marked items indicated in advertisement. The rural lady's accepted that marked items would offer the quality, advantages, fixings and different offices guaranteed through advertisement messages [2][3][4][5][6][7]. Then again, a percentage of the respondents wanted to purchase the institutionalized and nearby items for self-learning.…”

Section: Figure 5 Opinion About Tv Advertisement On Choice Making Pmentioning

confidence: 99%

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Impact of Advertisement on Buying Behavior of Rural Women Consumers

Natarajan¹,

Manimaran²

2016

IJUNESST

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“…Newspaper, magazines, radio, television, outdoor, transports are among the commonly used media by marketers to convey their message to the target audience. Ayanwale et al (2005) and Bovee (1992) highlighted that advert provides information through media in the form of visual, verbal and text to persuade or influence behaviour. The reaction of the consumer towards the advert is also an indication of the influence that the advert had on the consumer.…”

Section: Newspaper and Magazine Advertisement And Their Influence On mentioning

confidence: 99%

Influence of Print Advertising on the Decisions of Tertiary Students to Purchase Telecom Products in the Cape Coast Metropolis: The Moderating Role of Price and Service Quality Delivery

Owusu¹,

Nyarku²

2014

IJARBSS

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The proliferation of telecommunication (telecom) operators in the country has led to intense competition within the industry. Most telecom operators use advertising as a major competitive tool to attract, inform and persuade customers to purchase their offerings. Using tertiary students in the Cape Coast Metropolis as the data source, this study primarily examined the influence of print advertisement used by telecom operators on purchasing decisions. It also sought to find out how price and service quality moderate these. The study employed the correlational study design. Convenience sampling was used to select 754 tertiary students from a total population of 17218. The main research instrument used was the questionnaire. Descriptive and inferential statistics such as the mean, standard deviation, standard regression and hierarchical regression were used to analyze the data. The findings of the study showed magazine advert and not newspaper advert influenced the decisions of tertiary students to purchase telecom products. It was also revealed that price and service quality delivery moderate the relationship between print advertising and consumer purchasing decisions. It is recommended that the advertising budgetary expenditure of the telecom operators in Ghana should concentrate more on utilizing magazine when advertising their products.

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The Influence of Advertising on Consumer Brand Preference

Cited by 73 publications

References 5 publications

Awareness and Perception of Muslim Consumers on Halal Cosmetics and Personal Care Products

Awareness and Perception of Muslim Consumers on Halal Cosmetics and Personal Care Products

Impact of Advertisement on Buying Behavior of Rural Women Consumers

Influence of Print Advertising on the Decisions of Tertiary Students to Purchase Telecom Products in the Cape Coast Metropolis: The Moderating Role of Price and Service Quality Delivery

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