Latif, Abdul; Seyd, Anwar Ali Shah G.; Halepoto, Ali Hassan - 2012
decision. Marketers are therefore seeking ways to make advertising more effective. This paper provides a theoretical framework … group to influence purchase decision in both gender groups. A gender group identity is an example of a social identity in …, preferences among various brands in purchase decision, and behaviors consistent with group norms triggering an in-group bias. The …