文章基本信息

标题：Experimental advertising various dimensions and advertisement Credibility. An Evidence from two banking sectors of Pakistan
本地全文：下载
作者：Muhammad Saleem Zardari ; Rehman Gul Gilal ; Arman Khan 等
期刊名称：Ilköğretim Online/Elementary Education Online
印刷版ISSN：1305-3515
电子版ISSN：1305-3515
出版年度：2021
卷号：20
期号：5
页码：6279-6290
DOI：10.17051/ilkonline.2021.05.707
语种：English
出版社：Öğretmen Eğitimi Akademisi
摘要：This study spotlights the effect of experimental advertising on the advertising credibility of banking sector in Pakistan. In this study we considered all dimensions of experimental advertising i.e. cognitive, sensory, emotional, relational and behavioral to predict the behavior of business graduates towards the advertising appeal of both conventional and Islamic banks advertising. We analyzed the responses of 400 business graduates regarding the advertising appeals of both conventional and Islamic banks. We applied SEM to test the hypothesis of the study. The findings revealed that all five dimensions i.e. cognitive, sensory, emotional, relational and behavioral aspects of experimental advertising have positive significant effect on the advertising credibility of both conventional and Islamic banks in Pakistan. This study contributes in many ways. This study will add quality literature from Pakistani contacts, more ever, it will help the decision makers in designing their advertising strategies and promotional campaigns..
关键词：experimental advertising;credibility;banking sector;SEM;Pakista