文章基本信息

标题：Effect Of Size, Location And Content Of Billboards On Brand Awareness
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作者：Khizer Ahmed Siddiqui ; Saima Sher Ali Tarani ; Sobia Anwar Fatani 等
期刊名称：Journal of Business Studies Quarterly
电子版ISSN：2152-1034
出版年度：2016
卷号：8
期号：2
页码：40-57
出版社：Journal of Business Studies Quarterly
摘要：In recent years, there has been an immense growth in outdoor advertising. Outdoor billboards help in constructing brands and strengthening their images in the mind of the prospective consumer. The purpose of this study is to determine the influence degree of billboards advertisements on survey participants in Pakistan. The research also attempted to specify the effect of different characteristics and features of billboards advertisements and its effects on customers' purchase behaviors and brand awareness. The data was collected from 387 respondents from Karachi city through convenience sampling. Resources which we used and budget which we put is also considered very low and minimum. Model fitness can be interpret by ANOVA and it is showing that's it's a significant model because the value of significant is under 0.5 so this tell us that model is fit. Correlation in-between content & brand awareness is 0.391 at 0.01 significant level, between location and brand awareness is 0.299 at 0.01 significant level & in-between size and brand awareness is 0.319 at 0.01 significant levels.
关键词：brand awareness; billboards business; location; size; content; outdoor advertising; ; brand recognition; purchase intention