文章基本信息

标题：Consumer Purchase Intension of Foreign Brands Available in Pakistan: A Moderating Effect of Television Advertisement
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作者：Farman Afzal ; Asad Hassan Butt ; Kashif Mahmood 等
期刊名称：European Journal of Business and Management
印刷版ISSN：2222-2839
电子版ISSN：2222-2839
出版年度：2013
卷号：5
期号：5
页码：139-145
语种：English
出版社：The International Institute for Science, Technology and Education (IISTE)
摘要：Purpose – This paper examines the purchase intensions of consumers who are using foreign electronics brands in their homes, Offices & Industries. Design/methodology/approach – This paper presents a quantitative approach based upon “survey” technique. For the detailed analysis of our gathered data we used SPSS. Findings – Consumer purchase intention is influenced by perceived fashion ability, trust on brand and advertisement. Research Limitations –Targeting all Pakistani population for obtaining information was impossible for us; so we used “Convenience Sampling”. We targeted population of Rawalpindi & Islamabad in order to conduct our research. Practical Implications – According to our point of view this research will help the foreign companies in order to find out the effects of TV Ads on the purchase intentions of the prospective customers of their brands. Originality/Value –The paper carefully identifies the relationship among country of origin, customer loyalty & customer life time value with moderating effect of television advertisement. Keywords –Purchase Intension, Foreign Brands, TV Advertisement, Country of Origin, Customer Loyalty, Customer Life Time Value
关键词：–Purchase Intension; Foreign Brands; TV Advertisement; Country of Origin; Customer Loyalty; Customer Life Time Value