This study assesses the determinants of customer-based-brand equity of Internet Service Providing brands in Pakistan. A Likert scale questionnaire was served to 251 respondents, selected through convenience sampling, to assess correlational relationship between the dependent variable: brand...

Normally impulse buying is considered to take place in the presence of extrinsic factors which lure customers into unplanned buying. The role of intrinsic factors in generating impulse buying remains under-researched, especially in the context of a developing country like Pakistan. This study...

Purpose – This study explores the factors of telecom branding in Pakistan. Design/methodology/approach – Survey methodology was used to collect the data and a total of 238 mobile phone users were interviewed for their telecom brand preferences. Findings – Exploratory factor analyses and...

The purpose of this study is to find the effectiveness of using animated characters in advertising targeted to kids. The research design is quantitative and its research type is causal. The respondents of the study are "Pre-primary school going kids" from nine different schools belonging to...

Normally impulse buying is considered to take place in the presence of extrinsic factors which lure customers into unplanned buying. The role of intrinsic factors in generating impulse buying remains under-researched, especially in the context of a developing country like Pakistan. This study...

This study investigates advertising effectiveness of creative TV advertisements (Ads) for high involvement products. The majority of such studies have been conducted using low involvement products. There is a need to conduct a research to find out the effectiveness of creative advertisements for...