Research Report Szabist

Characteristics
of
Advertising
Affecting
Consumers Behavior
Ali Ammad
Tahseen Hasan
Zahore Abbasi
(1335105)
(1335132)
(1335121)
SHAHEED ZULFIQAR ALI BHUTTO INSTITUTE OF SCIENCE

&
ISLAMABAD
TECHNOLOGY,
Dec 2014
Characteristics
of
Advertising
Affecting
Consumers Behavior
Ali Ammad
1335105
Tahseen Hasan
1335132
Zahore Abbasi
1335121
Characteristics of Advertising Affecting Consumer Behavior
A Research Project Report

Submitted to the
Mr. Usman Kamal
Faculty of Management Sciences
Shaheed Zulfikar Ali Bhutto Institute of Science & Technology
In partial fulfillment of the requirement for the

Degree of Master in Business Administration
June 2014
RESEARCH PROJECT REPORT APPROVAL CERTIFICATE

This is to certify that Registration # 1335105 Ali Ammad, Registration # 1335132
Tahseen Hasan and Registration # 1335121 Zahore Abbasi have completed their
Research Project Report on Factors Affecting Customer Satisfaction Towards
Mobile Money Transfer Services under my supervision. The study is complete in
all respect.
________________________
Supervisor Name & Signature
____________________________
Program Manager Name & Signature
Date________________
Date_________________

DECLARATION FORM
We, Registration # 1335105 Ali Ammad, Registration # 1335132 Tahseen Hasan and
Registration # 1335121 Zahore Abbasi declare that the Research Project titled
Factors Affecting Customer Satisfaction Towards Mobile Money Transfer Services
submitted by us in partial fulfillment of the requirement for the degree of Masters of
Business Administration is our sole work. This Research Project has been done at
the Shaheed Zulfikar Ali Bhutto Institute of Science & Technology Islamabad
Campus.
This Research Project Report contains no material that has been accepted for the
award of any other degree or diploma in any university or other institution. To the
best of our knowledge, this Research Project Report contains no material previously
published or written by another person except where due reference is made in the
text of the Research Project Report. We take full responsibility of the above
declaration.
The aim, discussion, observations, comments, and viewpoints expressed in the
Research Project Report are the sole responsibility of the authors. It does not
represent the position of the Shaheed Zulfikar Ali Bhutto Institute of Science &
Technology Islamabad Campus or its faculty.
___________________________
1335105 Ali Ammad
___________________________
1335132 Tahseen Hasan
___________________________
1335121 Zahore Abbasi
_______________________
Supervisor
Name & Signature
RESEARCH PROJECT REPORT CORRECTNESS CERTIFICATE

Certified that the all observations and comments, communicated to us by the
Defense Panel during the Defense of the Research Project and subsequently by the
Department, have been incorporated in the Report.
___________________________
___________________________

1335105 Ali Ammad
1335132 Tahseen Hasan
___________________________
1335121 Zahore Abbasi
_____________________
Supervisor Name & Signature
Abstract:
Advertisement has high sensory ad appeal hence it attracts more customers
toward the brand because people can easily pass on themselves toward the brand
due to which the positive affect creates in consumers minds which influence the
brand attitude. Purpose of the study is to identify various reasons that contribute
toward brand attitude in Pakistan some of them are sensory appeal, self-reference
and positive affect (which are core part of the advertisement) and the preventive
strategies that can be taken to overcome this issue. The scope of study is twin cities
(Islamabad and Rawalpindi) and the data is collected from different segments of
society which includes professionals, teachers, housewives and students. So
keeping in view the importance of the core part of the advertisement the study is
conducted to The effect of Sensory Ad Appeal, Self-Referencing and Positive Affect
on Brand Attitude, Brand Image affect as a mediator. For this purpose Questionnaire
method is used. It is examined that Sensory Ad Appeal, Self-Referencing and
Positive Affect are important factor which have positive relationship with the brand
image and brand image has positive relation with the attitude of the brand.
Table of Contents
Contents
Characteristics of Advertising Affecting Consumers Behaviour.................................1
Characteristics of Advertising Affecting Consumers Behaviour.................................2
Abstract:..................................................................................................................... 7
Acknowledgements.................................................................................................. 13
Dedication................................................................................................................ 14
Chapter 1:................................................................................................................ 15
Introduction.............................................................................................................. 15
Background of the problem...................................................................................15
Identification of research gap...............................................................................16
Problem statement................................................................................................ 17
Significance of research........................................................................................ 17
Delimitations......................................................................................................... 17
Chapter 2 :............................................................................................................... 18
Industry Profile:........................................................................................................ 18
Analysis:.............................................................................................................. 18
Progression in Industry:......................................................................................... 19
Major Competitors................................................................................................. 20
Competition of Washing Powder Brands in Pakistan..............................................20
Surf Excel........................................................................................................... 20
Ariel :................................................................................................................. 21
Bonus :.............................................................................................................. 22
Brite :................................................................................................................. 22
Market Share of different washing powder Brands in Pakistan.................22
Chapter 3 :............................................................................................................... 23
Literature Review..................................................................................................... 23
Brand Attitude:...................................................................................................... 23
Positive Affect:...................................................................................................... 27
Self-reference:....................................................................................................... 28
Sensory Appeal..................................................................................................... 31
Brand Image :....................................................................................................... 32
Chapter 4 :.............................................................................................................. 35
Theoretical framework.............................................................................................. 35
Relationship Diagram:........................................................................................... 35

Variables:........................................................................................................... 35
Sensory ad appeal (SAA)................................................................................... 35
Independent:..................................................................................................... 36
Dependent:........................................................................................................ 36
Hypothesis............................................................................................................ 36
Chapter 5:................................................................................................................ 37
Research Methodology:............................................................................................ 37
Research design................................................................................................ 37
Instrument of Measurement:............................................................................. 37
Extent of researcher interference..................................................................37
Pilot Testing of Instrument:..........................................................................38
Sampling Strategy:............................................................................................ 38
Population:......................................................................................................... 38
Time Horizon:.................................................................................................... 39
Unit of Analysis:................................................................................................. 39
Method for Data Collection................................................................................ 39
Data Analysis..................................................................................................... 39
Software Used:.................................................................................................. 40
CHAPTER 6:.............................................................................................................. 40
Data Analysis & Results............................................................................................ 40
Introduction........................................................................................................ 40
Descriptive Statistics........................................................................................ 40
Overview of Data Collected.............................................................................40
Profile of Respondents..................................................................................... 41
Table 1............................................................................................................... 41
Table of Gender Description.........................................................................41
Table 2............................................................................................................... 41
Table of Age Description...............................................................................41
Table 3............................................................................................................... 42
Table of employment Description................................................................42
Table 4............................................................................................................... 43
Table of washing powder Description.........................................................43
Reliability Test....................................................................................................... 43
Table 6............................................................................................................... 43
Reliability Test................................................................................................... 43
Correlation Test..................................................................................................... 44

Table 7............................................................................................................... 44
Correlation Test................................................................................................. 44
Hypothesis testing................................................................................................ 45
Table 8............................................................................................................... 45
Table 9............................................................................................................... 46
Table 10............................................................................................................. 47
Table 11............................................................................................................. 48
Mediation.............................................................................................................. 48
Self-Referencing.................................................................................................... 51
TOTAL EFFECT MODEL........................................................................................... 52
Sensory Ad Appeal................................................................................................ 53
CHAPTER 7:.............................................................................................................. 56
Conclusion and Recommendations...........................................................................56
Managerial Implications........................................................................................ 56
Limitations of Research......................................................................................... 57
Future Research.................................................................................................... 58
Conclusion:........................................................................................................... 58
Bibliography............................................................................................................. 60
Appendix.................................................................................................................. 64
Acknowledgements
We pay special thanks to ALLAH Almighty who bestowed us the opportunity,
courage and confidence to obtain more knowledge to complete our thesis project,
which will facilitate us greatly in my intellectual development and skills
capitalization.
We like to submit our deepest gratitude to our supervisor Mr. Usman Kamal,
who really guided us in a very nice and supportive manner whenever we asked him
for his worthy guidance. His behavior was very supportive during this whole journey.
We remain thankful to all other faculty members and staff of SZABIST for
providing necessary support.
Dedication
This report is dedicated to our loving parents. Without their knowledge,
wisdom, and guidance, we would not have the goals we have to strive and be the
best to reach our dreams!
Chapter 1:
Introduction
Background of the problem
Human sense is a physiological capacity of organisms that gives data for
perception. Humans have senses of Smell, Hearing, Taste and touch are the
marvelous system of collecting information., Through these senses we
recreate/create ambient images of circumstances and, on this information, we
instinctively and immediately process sensory material to create about to happen
decisions. Recently promising communicative managers have begun thinking about
the gap for sensory marketing, which strains the sensory impersonation that
generally escort most favorable expressive responses to check changing in brand
attitude.
Brand attitude is most important thing for every organization because on the bases
of that the sales increase and decrease. Beliefs of consumers towards a brand
resolute through market research. The brand attitude tell what customers think
about a product or service, whether the product answer a consumer requirement,
and just how much product is needed by the consumer. Knowledge of brand
attitude is much helpful in planning an advertising promotion. Brand attitude is the
main thing on which organizations emphasizes a lot during the promotion strategy.
Whereas, they also focus on how the activities could inspire or motivate the target
audience.
Positive affect plays an important role in advertisement and decision making
process. While this is the main part through which the brand attitude create in
customers mind. If the ad is not creating a good effect on customers or audiences
mind then customer would be little confused in order to buy that product. Whereas
companies always trying to generate a good imprint on consumers through
advertisement and try to develop a positive attitude toward its brand. Sometimes
companies try to excite the customers in order to attract them toward the brand.
Whereas the Self reference is also important in order to attract the customer toward
the brand. Self-reference works when you put the same characteristics which really
exists in your target audience otherwise it is very difficult or near to impossible for
the customers to think their selves at that position. For example in Surf Excels ad
they try to attract the mothers by showing the relationship of mother and children.
Our based research is do sensory ad appeal influence brand attitude? by Yoon and
Park (2012). In which they try to check the relationship of sensory appeal, selfreference and positive affect on brand attitude. For this they choose the coffee
brand to interpret the results while they also recommend that the further research
on it could be done by choosing the different brands of same category and try to do
the comparison between them in order to check the impact of variables
Identification of research gap

Before this researcher inspect the effects of sensory preferences on attitudes
towards a coffee brand and corroborate the role of sensory appeals metaphorical
metaphors in forming brand attitude by means of elicit sensory concept on a coffee
brands based on qualitative techniques.
Now we are going to investigate the effect of sensory ad appeal, positive affect
and self-reference on brand attitude and brand image act as a mediator towards
Washing Powder brands. We will do comparison between several Washing Powder
brands to check the impact of variables.
Problem statement
Before the emergence of media channels there is only print media where brands
advertise themselves. Now there are so many media channels and through these
media channels now companies can target masses and customers also have access
to gather information about brands.
Significance of research
Our study will explore impact of sensory ad appeal on the brand attitude in
Pakistan. Compared to the base study by Yoon & Park (2012) we have chosen
Washing Powder Brands. Whereas, the main objective of this research is to study
the effect of Sensory Ad Appeal, Self-Referencing and Positive effect on Brand
Attitude, Brand Image affect as a mediator.
Delimitations
There will be two big limitations in this research. First, the time constrain, the time is
very short in order to do the research. This research could show better result if the
more time is available by giving more detailed analysis and try to figure out any
other factors. If the more time is available then we go to the females which are
married and housewives and try to calculate the results according to their behavior.
Chapter 2 :
Industry Profile:
Analysis:
The washing powder market shows continue growth with time. These intensive
growth rates have commanded to strong rivalry between competitor producers and
steady increase in customer choice. Market presently faces strategic challenges as
there are consumer needs and wants are changing as consumer preferences also
changes over time as well as any future escalation in outsource and use of multipurpose washing powders and up-and-coming technologies in washing.
Cooking and food are the majority communal causes of staining customs and aroma
tainting for many users. UK users frequently use washing machines every time they
feel need of washing though in Pakistan peoples wash wears more regularly with a
blend of hand and with the machine.
For many eras, soapsuds were the mainly used for washing. Though, washing
powder replace soap as they are performing well over a vast variety of levels of
water solidity.
Washing Powders and washing detergents are now an essential part of every
consumers routine. In bazaar there are a lot of washing detergents, each washing
powder company is claiming to give bet wash and the sparkling wash at competitive
and reasonable price to buyers. Washing powders, however exercise a unseen but
dangerous effect on the customer health and on environment due to the ingredients
that are harmful. Mainly Phosphates is used in almost all current washing powders
and its also pollute water and cause its hardness
Progression in Industry:
Washing care in Pakistan noted present value growth of 16% in 2013. Washing care
value sales touched PKR58.3 billion, with washing detergents secretarial for a 95%
value share of the type. Growth was due to regular brands introduced in past years
and strong advertising and marketing efforts by Unilever Pakistan, ColgatePalmolive (Pakistan) and many other top producers.
Intense rivalry in product groups has led to rise in the diversity of products. In many
others, it has directed to the aiming of a greater base of customers through growing
responsiveness of definite products product utility and leading brand consciousness
campaigns. Generally, competitive force rising from price hike and the effects of the
downward economic spiral directed to some big companies taking realistic actions
during 2010 in order to increase market share by increasing into certain vacant
grouping of home care and looking for distinguish their brands among customers..
Few multinationals rule worth sale in many products of regularly use. These washing
powder symbolize availability &quality and have a strong brand image. Local brands
give a low quality and act as a cheapest alternate. International companies use their

capitals to make a strong image of their products, like through advertisement many
home country brands incline to have more narrow prominence. In downturn of the
economy and rise in price rises, a significant percentage of customers influence be
tending to modify their choices of daily use brands and are shifting to lower price
choices.
After gaining success in some big cities of Pakistan like Karachi and Lahore. The
influence of growing occurrence of the networks is at the moment sensed in some
smaller cities too such as Islamabad, Rawalpindi and Faisalabad.
Major Competitors
There are many competitors in Washing Powder Market in Pakistan. Some Top
Brands are
Ariel
Surf Excel
Brite
Bonus
Sunlight
Competition of Washing Powder Brands in Pakistan

Surf Excel
It was the leading Washing powder in the industry. Over the time, Surf Excel
predicted the varying desires of laundry of the Pakistani users and continually make
progress over time.
It is the countrys leading washing powder; it prides in removal of the toughest dirt
markings and causes no damage to the cloth. Unilever Company has a Rigorous
dealership system of 530 distributors in Pakistan.
Advertisement plan of the company is on yearly form which is tailored made on the
basis of previous records.
Advertisement budget is divides into two parts, subject matter advertisement
budget and other attentive on advertising activities. As a top brand Surf Excel
rudiments to have large bombardment of promotions via TV and Other media
channels are also used keeping in view of the target market. TV is the most
prominent mainstream media thats why major chunk of advertisement goes to
mainstream channels. For promotion purpose trading offers, sales force and
consumer promotion are used
Ariel :
Company P&G market nearly 350 different brands which include Tide, Ariel,
Pampers, Whisper, always, Bounty, Pantene. In late 1990, company launched Ariel

in Pakistan grounded on urbane and progressive formula. Their advance product
was affectionately greeted by the people Pakistan users and in small duration it
bargains a vital share from Surf Excel Brand.
Proctor and Gamble have make segments of their consumers in three different
classes. These are Price and Quality consciousness.
Bonus :
It is a cheap washing alternative offered by of Colgate Palmolive - backed by
Lackson Group of Industries, and is a some of the primogenital washing cleaners in
the country and are enjoying good amount of market share in washing powders
marketplace. Since Bonus have low price which attract significant market share
segment of the market but due to low-grade quality and less scent, Bonus didnt get
main share from the market.
Brite :
It is a product of Colgate Palmolive backed by Lackson Group of Industries which
entered into the washing industry by introducing a product with a name Brite in
early 1980s. Though Brite wasnt successful in gaining major share from Surf Excel,
but it is a main competitor.
Market Share of different washing powder Brands in Pakistan
Surf excel 38%

Ariel 28%
Bonus 18%
Brite 11%
Sunlight 7%
Chapter 3 :
Literature Review
Brand Attitude:
Our research is to examine how the sensory ad appeals impact the Brand Attitude
(BA). So, for that we are going to focus on both things the ad and BA. In doing so,
(Vakratassas & Ambler, 2009) Studied that a multipath approach to influence in

which costumers are suggested to reply to advertisements in various ways.
Whereas, Yoo and McInnis (2005) inspect different brand attitude pattern processes
by ad execution format type (emotional vs. informational). By doing so they also try
to focus on the Ad type and how it formats the brand attitude. They discuss different
ways by which it affects the brand attitude. They also discuss the process by which
brand attitudes are formed that how the customer are exposed and its all depend
on type of the ad.
Under advertisers control there are some variables (such as the format of the ad,
might moderate the process) by which brand attitudes are formed. Vaughn (2012)
suggests that advertising organizations have long familiar ad implementation
format as a useful tool for strategic advertising management.
The decisive impact of a brand is reliant upon the value of consumers' experiences
with that brand and the extent to which these experiences succeed in creating vivid
linkages within the mind of the consumer. (Fournier, 2009).
Whereas, Batraand Stayman (1990), claims that emotional ads may attract the
customer into the advertisement and permit them to practice vicariously the
practices of the actor. On the other hand, Bagozzi and Moore (1994), suggest that to
the extent the performer(s) related feelings can be experienced by the watcher, the
advertisements may be seen as more conclusive.
Elberse and Verleun (2012) discusses that the celebrity endorsement among
marketers is very famous and have achieves major communication objective such
as brand recall brand attitude and purchase intentions and also achieves marketing
objective of sales and profits
Lee (2009) discusses that consumers likes the favorable attitudes of brand that
matches their personality more.
The self-congruence theory Sirgy (2002) also states that the congruence between
the self-image of the user and the brand image leads to a favorable attitude toward
the brand.
Edell and Burke (1987) found that ad evaluation and moods influenced beliefs and
that feelings influenced views indirectly and directly through ad assessments. We
believe that for advertisements with a touching format this same route arises.
Beliefs may be conditional based on the related feelings and the emotional ad
content evaluations it produces. For example, in Surf Excels Ad they show the
emotional relationship between the child and mother by showing that the child is
trying to help his/her mother.
The purchase intention for many of the products requires physical examination
before purchasing them this includes apparel and other such products. The study
was conducted by (Wi & Chattarman, 2012) The study by the research article shows
that such products involve more risk that is associated with the shopping online. It
is important to study the factors that decrease the different types of risks that affect
the online purchasing decisions. The research investigates and builds a comparison

of the two most important variables that reduces the risk in online apparel
shopping. These risk reducers are product brand image and the online store image.
The research says that brand image affects the consumer brands preference or
intention directly as well as indirectly through reducing the different types of
perceived risks associated with the online purchasing decisions. This research paper
reveals the current understanding related to the product brand image and the
online store image associated with the online shopping.
(Lowengart & Dr.Ghose, 2011)feel that the marketers are vastly using the taste test
in order to influence consumers in changing the customer preference to a brand.
The research reveals that how marketers are using the privileged and the preferred
taste test in order to position their brands and the decisions made for the target
segments.
Sales promotions are the temporary incentives given on a product that encourages
the trial of a product by the research article (Del, D., & D.H&H, Feeling the effect of
sales promotion on post promotion brand preferences, 2006)These incentives are
effective for their time in which they are being offered. Sales promotions have a
direct impact on the brand preference. The study has been done to explore the
reasons behind this and the successful strategies about the sales promotion. The
sales promotions have been extensively used in marketing but the fact is that it has
a great impact on the post promotion of the brand preference. The research
explores and measures the impact of sales promotion upon the brand preference.
The preference for a brand increases or decreases on the basis of the promotions of
the brands. This research reveals about the strategies of promotions that have a
great influence on the brand preference. The results recommended that the sales
promotions have neither a positive impact nor a negative impact on brand
preference behind the promotional period. On the whole mean result is not
significant, but the fact is that it does not mean that they do not have an impact on
the brand preference. They have an impact on the brand preference but the fact is
that this effect is based on the situational circumstances.
A study by (Kara, J., & Z, 2009)shows that store brands are making a significant role
in the supermarkets. Significantly store brands have a very key role in the retail
strategy and in building a clear understanding about the purchasing from a store
The results confirmed that there is a relationship between the store brand purchase,
previous experience and the perception of the consumer about a brand.
The researchers (Zhou & Nakamoto, 2007)feels that the companies introduces
products with enhanced features in order to compete with the bigger companies
located in the market. This paper the researcher studied the role of familiarity of a
product with unique features and the consumer preference. The results show the
moderating role of familiarity of the product. The study reveals that when customers
do not know about a product then the customer prefers the product with unique
feature. Contrary to this, when consumers have experienced a product then they
preferred a product with unique features compared to the enhanced ones. The
effect is because of the performance uncertainty and the consumer perceived
differentiation.
Positive Affect:
PA shows the degree to which a person experience satisfying engagement with the
surroundings. Watson & Clark,
(Watson, Clark, & Tellegan, Development and Validation of brief measures of
positive and negative affect ,The Pannas Scales, 2008) Claims that the two primary
dimensions of mood are negative affect and positive affect. The focus of this
research is on positive affect, which is normally characterized by, activity, alertness
and enthusiasm. Whereas, Eisenberg & Fabes, (2011) studied that positive affect
has a significant influence positively on pro-social actions.
However, (Watson & Clark, 2010)study that emotions i.e., enthusiasm and alertness
are signs of high Positive Affect, at the same time as tiredness, laziness and sadness
illustrate low Positive Affect. So, thats means that if the person is highly energized
then it create a positive affect otherwise it can also create the negative affect
toward the brand.
(Watson, 2008) also suggest that there are fluctuations in the stages of negative or
positive affect a given individual experiences at different points in time, the
constancy of self-reports of negative and positive affect is exciting.
On the other hand, Beck, proposes that medical depression is characterized by both
strong negative feelings and the marked lack of positive emotions. So thats means
that those people who take the medicine they are more depressed and due to which
the negative feelings increase and then those audience could not create the
positive affect toward the brand.
(Del, D., & D.H&H, 2006) Claim that the satisfaction that high-Positive Affect
persons obtain from different interaction may strengthen their already heightened
level of positive feelings and in turn their need for extra contact. It shows that if the
appeal of an ad is positive then it will more attract the audience toward the brand
attitude in a positive way.
Shimp, Stuart, and Engle, (2013) study that when customers already have some
sort of knowledge and practice with a recognizable brand and they are then
exposed to an ad for that brand, little affect transfer should happen. This principle
has been established by, in a series of experiments, found that for highly
recognizable brands of cola, little conditioning effects were observed in brand
attitude.
Self-reference:
Self-referencing is a process suggest comparative implication where a customers

relate communication in turn to her or his or her self-belief or practice Burnkrant
and Unnava, (2012)
For example, consumers see the advertisement and after that he/she resemble
him/her self with their any past experience. Such as, Coke Colas current
advertisement in Pakistan try to relate the friends trip and the enjoyment they do
when all friends were together on any trip.
(Ward & Dahl, 2014)Discusses that people like to consume brands which are
consistent internally with their self-concepts. Consumers select brands which are
associated with their aspirational reference groups. People have inherent need to
associate themselves to a social group that affirm, create and support self-concept.
Researchers shows that consumers which relate brands to their ideal self-references
are more attracted towards engaging in affiliate attitude after a brand rejection. A
persons self-concept has a great impact on purchasing a brand. Social rejection
may lead consumer towards purchasing a brand. Sometimes negative customer
service experience can facilitate positive movement and customers brands desire.
Brand rejection can change consumers attitudes towards brand in a positive way.
(Martin, Lee, & Yang, 2013)shows that how self-referencing effects purchase
behavior. People with more self-referencing has a more favorable attitude to the
advertisements and affect their purchase intentions. Marketers now a day should
consider the change in society especially regarding ethnicity. Researchers discusses
how self-referencing influence attitudes and intentions. According to (Burnkrant and
Unnava 1995) Self referencing is a dealing out approach where an character
process in rank by connecting a communication, such as an advertisement, to his or
her own self arrangement. Consumers make judgments by seeing ads and then
picture oneself related to ad, are some forms of self-referencing. So researchers find
out that self-referencing has a positive effect towards purchase behavior.
(Dimofte & Yalch, 2010)discusses that self-referent advertising is more effective in

recalling. Advertising techniques motivate viewers to process the ad information
and relate to the specific aspects of oneself. Researchers found that self-referencing
impacts both evaluation of advertised products and recalling of information.
Frequency of experience can also effect self-referencing intensity. Consumers with
more experience of product can have a strong self-reference than inexperienced.
Through ads marketers can shape our social selves and personal memories more
than what we realize. Researchers proves that self-reference has a great role in
changing minds of the consumer towards a brand. Whenever consumer associates
something with himself , the probability of purchasing gets higher.
Burnkrant&Unnava (2012) suggest that the self is a complex memory and highly
controlled structure that includes both the periodic and semantic knowledge got
over a lifetime. Whereas, Krishnamurthy &Sujan (2012) studied that self-referencing

is stimulated and influences that in which way the message is processed. So, thats
means that self-reference in advertisement is depends on the message strategy of
the ad.
McGuire 2009 studied that the source of an active advertisement is the message,
such as an actor recommending the service or product, and that sources
resemblance and understandable to the costumer.
Whereas, Debevec and Iyer(2013) claims that when individual makes judgments
while exposing to an ad, and the capability to picture him/her relative to the model
in the ad, results in cognitive action in the form of natural self-referencing.
However, Burnkrant and Unnava (2011) suggests that the effect of self-referencing
is the creation of promising positive thoughts or cognitive response while the ad is
being viewed. So thats means that if the self-reference occurs through the ad then
thats means that it will also create the positive affect. However, Cacioppo et al.
(1982) proposed that the mental responses reflect a relationship between the
memorys information and messages information.
Sujan et al. (2010), studied that self-referencing by a customer of ad information
should result in the positive feelings which the customer links with his or her selfstructure being transmitted to the ad. This, in turn results in more promising
thoughts related to the ad. This is what we discuss earlier that if the self-reference
occur then it creates positive feelings toward the brand and which create a good
image of the brand.
Sensory Appeal
Sensory brand is the type of branding in which marketing appeals to all the human
senses which are associated with the brand. The human sense is used to measure
customers emotional level.
(Panda, Panda, & Mishra, 2013)says that Ad appeals have a favorable impact on
consumer purchasing behavior. Advertisement is very critical component of
marketing mix of a brand. For brand promotions effectual ad appeal for a special
products or services is very vital to understand. Brand recall always matters in
advertisement. Humor, fear, eroticism and love evoked different thoughts and
difference in the shaping the attitude towards a brand. Normal and exciting appeal
are mostly advertised. Advertisements which are based on emotions make
consumer feel well about product by creating brand associations. To develop a
positive brand attitude emotional appeals are the most useful weapon in
advertising. In forming favorable attitudes marketers have found emotional appeals
superior
(Brown & Lindstorm, 2007) did study which is taken on in twelve countries, Brown
created Sensagram, a more conclusive five-sense elemental approach, in order to
calculate the multiple interaction between the senses, and found that a
multisensory performance mainly affects the brand value and awareness of product
or service excellence. Besides, the amount of sanity stimulated in a brand is
significantly connected to the products price, because brands tempting to all

senses can create a high price demand than those attractive to few senses.
(Cooper & Braithwhite, 2010)Classified the features of synesthesia, appreciative
multisensory practice with empirical brands is vital. Encouraging one sensory
modality produces an instinctive perception in another sense, and one or more
sensory modalities become related. This sensory tool known as synesthesia
(synesthesia=feeling jointly),it is relevant learning the role of sensory advertising
tactics at the mind of this research, since most of the advertisements use
multisensory applications that are proposed to generate a synthetic attitude in the
advertisement which leads to a promising brand attitude.
(Peter & Braithwhite, 2007)Also suggest that this synthetic combination of sensory
stimuli shows effective in attracting toward a brand. Thus, an understanding of
synesthesia can be useful to CRM, brand positioning, brand strategy, or new
product/service expansion/development. The significance of sanity in brand also can
be seen in studies of individual long-standing thoughts, consumers' creative images,
daydreaming, or ethnography. Whereas, Fournier (1998) claims that empirical
brands can develop brand value in long-term and could differentiate from other
brands.
Brand Image :
According to the study conducted by (Wu, Yeh, & Hsaio, 2011) the store image has a
direct impact on the purchase intention of the customer. Beside the image of the
store the quality of the service also affects the purchase intention of the brands.
This research also studies the indirect effects that are mediated by the perceived
risk and the price consciousness affecting on these relationships. Image and the
service quality of the store will respectively affect the image and purchase intension
of the product. The research shows that when all together investigating these
relationships, the store image directly affects the purchase intention of product.
This research of (Kwon & Lennon, 2009)was conducted by experiments for cross
functional halo effect of multichannel retailers compared to the offline brand image
on the online brand beliefs. Consumers see the website performing more positive
when the website is associated with a strong brand operating brand beliefs offline.
The brand belief in both the offline and the online environment has great impact on
the brand attitude. Prior to the exposure to the stimulus of the websites the
participants completed the prior offline.
The study of (Shukla, 2011)reveals that the luxury brand spends a lot in building
their brand images. If the investment regarding building the brand images are
directed towards the social desirability this will contribute more towards the brand
image. So social desirability is helpful in building the brand image. The emerging
countries that include India, China and Brazil etc are attractive markets for the
luxury goods. The consumption pattern is changing in these countries.
The research paper by (Kwon & Lennon, 2009)reveals the outcome of the play in a

multi-channel retailers offline along with the online brand image on to the
customers risk and the association with the brands. Offline brand image exerts a
very important effect on online brand image that after wards explains online risk
perceived by the customers and the loyalty. The main goal is to create association
among the loyal customers in addition to make the indifferent customers in a loyal
customer. The study also points to the issues focus on the result of relationship
among consumers offline and the online brand images in the online environment.
The research of (Kohli, Harich, & Leuthesser, 2005)focuses on the strategies for the
brands for the new products. Those brands that have positive attribute are more
favorable on the basis of likings of other brands. This study was to investigate the
evaluation of brand names over the repeated purchase of same brands over time.
The brand choices differ from meaningful compared to non-meaningful though after
the repeat purchases. The brand name has also an impact on the evaluation and
other product characteristics over the time. This study investigates the implications
of the brand strategies. This research gives us an understanding of how brand
names are perceived. This study suggests that the evaluation of meaningful as well
as the non-meaning full brands increases with increases in exposure. But for
meaning full brands the rating does not change with repeated exposure. This
research supports the mare exposure of the brands and their halo effect. The other
researches on brand equity reveal that the consumer makes their perceptions on
the basis of the brand names. The perception of the brand name also has an impact
on the quality and other characteristic of the product. The findings also reveals that
non-meaningful brand names are evaluated less favorably compared to the
meaningful brand names.
This study by (Schaefer & Burmann, 2008)provides the information that the image
of the industry has a significant influence on the brand image of the industry. If
there is highly significant link between the corporate brand and the industry images
the individually analyzed brand image attributes can be established. Beside this the
causal influence of industry image on corporate brand image for all industry images
can easily be proved. The moderating effects of involvement and corporate
knowledge are also significant.
Chapter 4 :
Theoretical framework
Relationship Diagram:
Self referincing
Positive
affect
Sensory
ad
appeal
Brand image
Brand
attitude
Variables:
Sensory ad appeal (SAA)
Independent:
Variable that influences the dependent variable in either a positive or negative way.
(umasekran)
In this research SR, SAA and PA are independent variable and have impact on
dependent variable.
Dependent:
Dependent variable is of primary interest to the researcher. The researcher
objective is to understand and describe the dependent variable. (umasekran)
In this study brand attitude is the dependent variable and the purpose of researcher
is to find out the impact of independent variables that influence the customers
toward brand attitude.
Hypothesis
H1: self-referencing has positive influence on brand image.
H2: Sensory appeal has positive influence on brand image.
H3: Positive affect has positive influence on brand image.
H4:Brand image has positive influence on Brand attitude.
Chapter 5:
Research Methodology:
Research design
We are conducting a correlational in which researcher tries to find out one or
more variables related to the issue.
Instrument of Measurement:
For primary data collection a questionnaire with closed questions was
developed. According to (Burns, 2010), closed questions have some
advantages, it is easy to process answers and enhances the comparability of
answers. In this study questionnaire is used as instrument of measurement.
We measured sensory appeal, positive affect, self-referencing, brand image
and brand attitude through developed questionnaire.
Extent of researcher interference

Here the researchers interfere is minimal & flow of work is normal. The
degree to which the researcher personally interferes in the study whether its
conducted in natural or artificial environment is called extent of researcher
interference. The field studies mostly conducted in the natural environment. This
study is done in natural environment & the extent of researchers interference was
minimal.
Pilot Testing of Instrument:
For pilot testing, we choose 30 respondents in order to fill up the questionnaire.

Reliability analysis is done for the above said purpose. Once the modified

questionnaire is attained, it would be then tested for Reliability which, in turn should
be greater than 0.65.
Sampling Strategy:
A sample plan identifies who is to be sampled and how to select them for study
(Burns,2010). The research has been conducted as a cross sectional study where
data was gathered in the local vicinities of ISB/RWP. The elements of the population
have known chance to be selected as the sample in probability sampling design.
Probability Sampling will be used for this research study.
Population:
Sampling is the process by which we select an adequate number of
respondents from the population to gather data. There are two major types of
sampling design probability & non probability. The elements of the population have
known chance to be selected as the sample in probability sampling design. While in
non-probability sampling there is no predetermined chance to be selected as
subject. The unit of analysis depends upon the problem we are going to address.
According to requirements for research purpose, our population is the housewifes
teachers professional and retired from Rawalpindi and Islamabad. We did probability
sampling for collecting data.
Time Horizon:
In the study we collected the data just for one time to analyze the results. In
these types of studies data is collected more than once. These are called
longitudinal studies. In the study we collected the data just for one time to analyze
the results. So it is one shot or cross section with respect to time horizon.
Unit of Analysis:
The unit of analysis depends upon the problem we are going to address.
According to requirements of study our unit of analysis is individual who uses
washing powder. House wives professional, teachers and individuals are our unit of
analysis.
Method for Data Collection

There are several methods of data collection. These methods include observations,
questionnaire, interviews & physical measurements. Researchers collect information
by asking questions or by observing. Both information collecting formats used
standardized forms, called questionnaires (Burns, 2010) for data collection
Questionnaires is used in this research. Questionnaires are structured. Data was

collected from 213 respondents individually, who include users of washing powder
in ISB/RWP.
Data Analysis
In the analysis of data involves entering data into computer files, inspecting it for
errors, and running tabulations and various statistical tests (Burns, 2010). In the
present study we also used the Cronbach alpha to measure the reliability of our
instrument through SPSS. In our study we also used the CFA to check how much our
instrument of measurement is valid.
Software Used:
Spss is used for data analysis.
CHAPTER 6:
Data Analysis & Results
Introduction
Initially the study explains the descriptive statistics illustrating respondents
demography& goodness of measure including validity & reliability of the instrument.
Further, in inferential statistics it will use the technique of structure equation
modeling (SEM) to test the hypotheses through path analysis.
Descriptive Statistics
Overview of Data Collected
Researchers distributed 300 questionnaires to the people of Rawalpindi &
Islamabad. We got back 240 questionnaires that are fully filled. But in the final
analysis 213 questionnaires as were used.
Profile of Respondents
Table 1
Table of Gender Description
Gender
Frequency
Percent
Valid Percent
Cumulative
Percent
Male
Valid
43
20.2
20.2
20.2
Female
170
79.8
79.8
100.0
Total
213
100.0
100.0
As per values of table 1 it shows that female respondents are higher than male
respondents. Females are the main user of washing powder so that we can say that
we got information mainly from guanine user of washing powder.
Table 2
Table of Age Description
Age
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
20-29
55
25.8
25.8
25.8
30-39
98
46.0
46.0
71.8
40-49
59
27.7
27.7
99.5
.5
.5
100.0
213
100.0
100.0
50 & Above
Total
As per values of Table 2, 46% of our respondents lie in the age bracket of 30-39. We
tried to get maximum response from this age group because people of this age use
washing powder more than others. 27.7% of our respondents lie in 40-49 age group
these are the second most user of washing powder and 25.8% respondents lie in 2029 age group these are the third most user of washing powder.
Table 3
Table of employment Description
Employment
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Student
46
21.6
21.6
21.6
Professional
54
25.4
25.4
46.9
Teacher
19
8.9
8.9
55.9
Housewife
94
44.1
44.1
100.0
213
100.0
100.0
Total
Values of Table 3 show that 44.1% of our population is house wives. As we get
maximum response from this segment because they use washing powder. 25.4%
are the professional and 21.6% are student 8.9% are the teachers.
Table 4
Table of washing powder Description
WP
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Surf Excel
75
35.2
35.2
35.2
Sunlight
13
6.1
6.1
41.3
Ariel
89
41.8
41.8
83.1
Bright
14
6.6
6.6
89.7
Bonus
21
9.9
9.9
99.5
Other
.5
.5
100.0
213
100.0
100.0
Total
As per values of Table 4, 41.8% of our respondents using Ariel.35.2% are using Surf
Excel 9.9%are the user of Bonus 6.6% respondents are the user of Bright and 6.1%
respondents are the users of Sunlight.
Reliability Test
Table 5
Reliability Test
Name of the Factor
Cronbach Alpha
No of Items
.747
.78
Sensory ad appeal
.745
Brand image
. 689
Brand Attitude
.836
10
3.797
28
Self-referencing
Positive affect
Total
Reliability table shows Cronbach alpha and number of items. The standard for
Cronbach Alpha is set as greater than 0.6. The values for all variables in study are
greater than 0.6 which shows inter item consistency. It is implied that all items of
each variable are aligned and tend to measure the same thing. Thus the instrument
is reliable
Correlation Test
Table 6
Correlation Test
Correlations
SR
PE
SAA
BI
BA
Pearson Correlation
SR
Sig. (2-tailed)
N
Pearson Correlation
PE
.733**
Sig. (2-tailed)
N
Pearson Correlation
SAA
.768**
.740**
.575**
.581**
Sig. (2-tailed)
N
Pearson Correlation
BI
Sig. (2-tailed)
.592**
N
Pearson Correlation
BA
Sig. (2-tailed)
.694**
.728**
.804**
.706**
.
N
**. Correlation is significant at the 0.01 level (2-tailed).
As table 7 shows that there exists significant correlation between the

independent and dependent variables. The variables self-referencing and brand

image are strongly and positively correlated with each other (r= 0.575 and p<0.01).
Positive affect and brand image are strongly and positively correlated with each
other (r= 0.581 and p<0.01). Sensory ad appeal is strongly correlated with brand
image (r= 0592. and p<0.01). Brand image is positively and strongly correlated
with brand attitude (r= 00.7 and p<0.01). p<0.05).
So it can be concluded that out 4 correlations, 3 correlations are strongly
correlates and one correlation is strong and positive.
Hypothesis testing
H1 Self-referencing has positive influence on Brand image
Table 8
Coefficients
Model
Unstandardized Coefficients
Standardized
Sig.
Coefficients
B
(Constant)
Std. Error
2.354
.198
.469
.046
Durbin
Watson
Beta
11.896
.000
10.213
.000
2.254
1
SR
.575
a. Dependent Variable: BI
According to Table 8, SR has positive influence on BI (0.575). Table 8 shows the

regression results. Hypothesis 1 is accepted as p<0.05 and t value is 10.213. This
shows that self-referencing has strong relationship with brand image. The value of
Durbin-Watson is 2.25 which fulfills one of the assumptions of Regression. DurbinWatson value should lie between 1.5 to 2.5 range as our value lie between this
range. Our study this requirement is fulfilled.
H2 Positive affect has positive influence on Brand image
Table 9
Coefficients
Model
Standardized
Sig.
Coefficients
B
(Constant)
Std. Error
2.206
.209
.502
.048
Durbin
Watson
Beta
10.561
.000
10.375
.000
2.055
1
PE
.581
According to Table 9, PE has positive influence on BI (0.581). Table 9 shows the

regression results. Hypothesis 2 is accepted as p<0.05 and t value is 10.375. This
also shows that positive affect has strong relationship with brand image. The value
of Durbin-Watson is 2.055 which fulfill one of the assumptions of Regression. DurbinWatson value should lie between 1.5 to 2.5 range as our value lie between this
range. Our study this requirement is fulfilled.
H3 Sensory ad appeal has positive influence on Brand image
Table 10
Coefficients
Model
Standardized
Sig.
Coefficients
B
(Constant)
Std. Error
2.071
.216
.533
.050
Durbin
Watson
Beta
9.591
.000
10.662
.000
2.090
1
SAA
.592
According to Table 10, SAA has positive influence on BI (0.592). Table 10 also shows
the regression results. Hypothesis 3 is accepted as p<0.05 and t value is 10.662.
This also shows that sensory ad appeal has strong relationship with brand image.
The value of Durbin-Watson is 2.090 which fulfill one of the assumptions of
Regression. Durbin-Watson value should lie between 1.5 to 2.5 range as our value
lie between this range. Our study this requirement is fulfilled.
H4 Brand image has positive influence on brand attitude
Table 11
Coefficients
Model
Standardized
Sig.
Coefficients
B
(Constant)
Std. Error
1.563
.194
.640
.044
Durbin
Watson
Beta
8.060
.000
14.462
.000
1
BI
.706
1.572
a. Dependent Variable: BA
According to Table 11, BI has positive influence on BA (0.70 6). Table 11 also shows
the regression results. Hypothesis 4 is accepted as p<0.05 and t value is 14.462.
This also shows that brand image has strong relationship with brand attitude. The
value of Durbin-Watson is 1.572 which fulfills one of the assumptions of Regression.
Durbin-Watson value should lie between 1.5 to 2.5 range as our value lie between
this range. Our study this requirement is fulfilled.
Mediation
We are using Preacher and Hayes method to analyze mediation this method used in
place of Baron Kenny method.
Positive affect
Model = 4
Y = BA
X = PA
M = BI
Sample size
213
Table 12.1
Outcome: BI
Model Summary
R
R-sq
.5812
MSE
.3378
df1
.1475 107.6483
df2
1.0000 211.0000
Model
coeff
se
LLCI
ULCI
.0000
constant
2.2064
PA
.5023
.2089
.0484
10.5608
10.3754
.0000
.0000
1.7946
.4069
2.6183
.5978
(X) PA is the independent variable and significant predictor on (M) mediator BA. As
p(.000) so that independent variable positive affect is the significant predictor of
mediator brand image.
Table 12.2
Outcome: BA
Model Summary
R
R-sq
.8067
MSE
.6508
df1
.0643 195.7116
df2
2.0000 210.0000
.0000
Model
coeff
constant
1.0541
se
t
.1706
p
6.1799
LLCI
.0000
ULCI
.7179
1.3904
BI
.3866
.0455
8.5036
.0000
.2970
.4762
PA
.3770
.0393
9.5939
.0000
.2995
.4544
PA (X) and BI (M) is the significant predictor of BA (Y) as p(.0000) so that

independent variable positive affect and mediator brand image are the significant
predictor of dependent variable brand attitude.
Table 12.3
TOTAL EFFECT MODEL
Outcome: BA
Model Summary
R
.7284
Model
R-sq
.5306
MSE
df1
.0861 238.5054
df2
1.0000 211.0000
.0000
coeff
constant
PA
se
1.9071
.5712
t
.1596
.0370
LLCI
11.9503
15.4436
.0000
.0000
ULCI
1.5925
.4983
2.2217
.6441
In this table the independent variable (X) has p(.000) value this shows that the (X) is
the significant predictor of (Y) the dependent variable.
TOTAL, DIRECT, AND INDIRECT EFFECTS
Table 12.4
Indirect effect of X on Y
Effect
BI
.1942
Boot SE BootLLCI BootULCI

.0774
.0688
.3803
Table 12.5
Preacher and Kelley (2011) Kappa-squared

Effect
BI
.2943

.0828
.1444
.4633
Table 12.6
Normal theory tests for indirect effect

Effect
se
.1942
.0296
Z
6.5587
p
.0550
These tables shows the indirect effect of (X) the independent variable on the (Y)
dependent variable so their values of P must greater than zero so here the values
are the greater then zero so that X has significant effect on Y.
Self-Referencing
Model = 4
Y = BA
X = SR
M = BI
Sample size
213
Table 13.1
Outcome: BI
Model Summary
R
.5752
R-sq
.3308
MSE
df1
.1491 104.3033
df2
1.0000 211.0000
.0000
Model
coeff
constant
SR
2.3540
.4694
se
t
.1979
.0460
LLCI
11.8964
10.2129
ULCI
.0000
.0000
1.9640
.3788
2.7441
.5600
(X) SR is the independent variable and significant predictor on (M) mediator BA. As
Table 13.2
Outcome: BA
Model Summary
R
.7884
Model
R-sq
.6216
MSE
df1
.0697 172.4584
df2
2.0000 210.0000
.0000
coeff
constant
se
1.1824
BI
.4157
SR
.3185
t
.1749
.0471
p
6.7599
8.8293
.0384
LLCI
ULCI
.0000
.0000
8.2877
.8376
.3229
.0000
1.5272
.5085
.2427
.3942
SR (X) and BI (M) is the significant predictor of BA (Y) as p(.0000) so that

TOTAL EFFECT MODEL
Table 13.3
Outcome: BA
Model Summary
R
R-sq
.6936
MSE
.4811
df1
.0952 195.6144
df2
1.0000 211.0000
.0000
Model
coeff
constant
2.1609
se
t
.1581
p
13.6692
LLCI
.0000
ULCI
1.8493
2.4726
SR
.5136
.0367
13.9862
.0000
.4412
.5860
Table 13.4
Effect
BI
.1951

.0837
.0693
.4099
Table 13.5

Effect
BI
.2993

.0866
.1363
.4819
Table 13.6

Effect
se
.1951
.0293
Z
6.6610
p
.03570
Sensory Ad Appeal
Model = 4
Y = BA
X = SAA
M = BI
Sample size
213
Table 14.1
Outcome: BI
Model Summary
R
R-sq
.5917
MSE
.3501
df1
.1448 113.6817
df2
1.0000 211.0000
.0000
Model
coeff
constant
SAA
2.0711
.5325
se
t
.2160
.0499
p
9.5908
10.6622
LLCI
.0000
.0000
ULCI
1.6454
.4341
2.4968
.6310
(X) SAA is the independent variable and significant predictor on (M) mediator BA. As

Table 14.2
Outcome: BA
Model Summary
R
R-sq
.8527
MSE
.7272
df1
.0503 279.8408
df2
2.0000 210.0000
.0000
Model
coeff
constant
BI
SAA
.8709
.3212
.4851
se
t
.1525
.0406
.0365
p
5.7113
7.9172
13.2870
LLCI
.0000
.0000
.0000
ULCI
.5703
.2412
.4131
1.1715
.4011
.5571
SAA (X) and BI (M) is the significant predictor of BA (Y) as p(.0000) so that
Table 14.3
TOTAL EFFECT MODEL
Outcome: BA
Model Summary
R
R-sq
.8036
MSE
.6457
df1
.0650 384.5758
df2
1.0000 211.0000
.0000
Model
coeff
constant
SAA
1.5361
.6561
se
t
.1447
.0335
p
10.6186
19.6106
LLCI
.0000
.0000
ULCI
1.2509
.5902
1.8212
.7221
Table 14.4
Effect
BI
.1710

.0620
.0667
.3187
Table 14.5

Effect
BI
.2869

.0784
.1338
.4411
Table 14.6

Effect
se
.1710
.0270
Z
6.3385
p
.0783
CHAPTER 7:
Conclusion and Recommendations
Managerial Implications
In terms of application, in managerial context, the study provides useful
insights to managers and action plan to rectify the existing problems.
In context of this study, Pakistan is a market which still remains untapped
when it comes to home care products. Still, there is a lot of potential in this market
that needs to be addressed by Marketing departments of multinationals companies.
Companies like P&G, Unilever and Colgate Palmolive are the main competitors in
washing powder market.
The objective of study was to determine the factors that are contributing
towards customers attitude about a brand which ultimately leads to repeat usage
of washing powder which in turns brings revenue and success to the company.
This study provides useful managerial insights that will guide the companies
in reshaping their Advertising strategies and focus on factors that are contributing
more towards building favorable attitude of customers to the brand.
Another important implication for organizations is that they should focus on
managing customer minds by using sensory ad appeal and controlling the selfreference factor.
Companies need to conduct campaigns to aware the customers living in
remote areas. By creating a creative advertising appeal they should focus on
targeting masses to compete in this competitive market.
Limitations of Research
During data collection process, respondents were not willing to provide easy
access to information and their experiences regarding the use of washing powder.
Due to lack of time and resources, the study chose small sample size which may not
be enough to make generalizable conclusions. Further, the access to customers was
limited. Inadequate resources were major limitation.
Future Research
In view of all the previous studies that have been conducted on customer
attitude toward a brand, it can be seen that this has always been an area of concern
for the managers and the companies. Further studies can be conducted on the
moderating effect of social involvement and price between advertising
characteristics and brand attitude.
Conclusion:
It is a fact that when advertisement with high sensory ad appeal it attracts more
costumers toward the companys brand because customers are being influenced by
advertisement and due to which the positive affect created in their minds influence
them toward brand attitude. Purpose of this study was to identify weather the
sensory appeal play an important role in advertisement in order to create a positive
brand attitude. As Yoon and Parker (as we discussed earlier) did research in 2012 in
which they choose the coffee brand only and try to figure out the importance of
sensory appeal toward the brand attitude. But in this research we try to figure out
such affect in Pakistani culture and did the comparison of different brands of
washing powder of similar category to check whether the sensory appeal also
influence the Pakistani audience or not. The results show that on the bases of
creating sensory appeal in advertisement the surf excel and Ariel have strong
competition 41.8% audience are the user of Ariel and 35.2% are the user of surf
excel so they have strong competition and 6.1% user of sunlight and 6.6% user
of brite an 10% are the user of bonus. The main competitor in washing powder
industry in Pakistan is Ariel and Surf excel.
This study covers three variables that were used to measure the customer attitude
towards brands which includes, self-referencing, positive affect and sensory ad
appeal and moderating effect of brand image on the brand attitude.
This study shows that sensory ad appeal has positive influence on brand image
which led
customers attitude towards your brand. Results of the study were
also aligned with previous studies. In this regard, study will help managers to
consider the important element of advertising in devising their promotional
strategies.
Self-referencing and positive affect appeared to be a important factors for creating
brand image in the mind of consumers which ultimately made consumers attitude
towards brand. And it also appeared to be important elements in developing
countries like Pakistan. In order to improve advertising standards this factor will help
companies in modifying their advertising strategies accordingly because of its
increased effect on brand attitude.
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Appendix
Research Survey
Researchers the students of Master in Business Administration at SZABIST doing a
research on a The effect of Sensory Ad Appeal, Self-Referencing and
Positive effect on Brand Attitude, Brand Image affect as a mediator.
Researcher focus is to target user of Washing Powder .Kindly spare some time to fill
the questionnaire to your best knowledge and experiences. Your response will be
used only for research purpose.
Note: It will take 2-3 minutes to fill the questionnaire.
Demographics of the respondent:

Age(year) 20-29 , 30-39, 40 49 ,above 50
Gender:1. Male 2. Female
Marital Status: 1.Single 2.Married
Employment Status: 1.Student 2.Professional 3.Teacher 4.Retired 5. Housewife
Which brand of washing powder do you use

1. Surf Excel 2.Sunlight 3.Ariel 4.Bright 5. Bonus 6.Other(Please
Specify)
With this brand in mind please provide your response to
the following statements.
Strongly Disagree (1) Disagree (2)Neutral(3)
Agree(4)Strongly Agree (5)
Please tick the appropriate cell.

1
1. I can easily picture myself using the

advertised product.
2. I can easily form similarity judgments
between myself and the advertising
model.

1
1
1
2
2
3
3
4
4
5
5
3. The ad seemed to be written for me.

4. The ad made me think about my own
experiences with the product.
5. The Ad was interesting.
6. The Ad made me Excited.
7. The message of the Ad was Strong.
8. The theme of the Ad was enthusiastic.
9. The Ad inspired me.
10.
This Ad is nice to see.
11.
I like sound of this Ad.
12.
I can imagine nice smell after
watching this Ad.

13.
This Ad gives a feeling of softness.
14. The Ad appeal to all my senses.

15.This is a credible brand
16. This brand has positive impact on the
society
17. This brand has a goodwill in the
market
18. This brand is well liked.
19. I prefer this washing powder over
others
20. Packaging of this brand is very
attractive
21. I have confidence in the
manufacturing company of this brand.
22. I always purchase this washing
powder.
23. Easy availability of this brand makes it
easier to purchase
24. Confidence on washing powder quality
helps in decision making for this brand

25. My Attitude towards this brand is
positive
26. Style of this brand is unique from
others
27. Relative prices with other washing
powder is acceptable
28.Good experience helps me to buy this
brand again
Your Email Address Please _________________________________________
Thank You

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Characteristics

SHAHEED ZULFIQAR ALI BHUTTO INSTITUTE OF SCIENCE

Characteristics of Advertising Affecting Consumer Behavior

A Research Project Report

In partial fulfillment of the requirement for the

RESEARCH PROJECT REPORT APPROVAL CERTIFICATE

Characteristics of Advertising Affecting Consumer Behavior

RESEARCH PROJECT REPORT CORRECTNESS CERTIFICATE

Characteristics of Advertising Affecting Consumer Behavior

1335132 Tahseen Hasan

Characteristics of Advertising Affecting Consumer Behavior

Characteristics of Advertising Affecting Consumer Behavior

Characteristics of Advertising Affecting Consumer Behavior

Characteristics of Advertising Affecting Consumer Behavior

Characteristics of Advertising Affecting Consumer Behavior

Characteristics of Advertising Affecting Consumer Behavior

Characteristics of Advertising Affecting Consumer Behavior

Characteristics of Advertising Affecting Consumer Behavior

Identification of research gap

Characteristics of Advertising Affecting Consumer Behavior

Characteristics of Advertising Affecting Consumer Behavior

Competition of Washing Powder Brands in Pakistan

Characteristics of Advertising Affecting Consumer Behavior

Market Share of different washing powder Brands in Pakistan

Surf excel 38%

Characteristics of Advertising Affecting Consumer Behavior

Characteristics of Advertising Affecting Consumer Behavior

Characteristics of Advertising Affecting Consumer Behavior

Characteristics of Advertising Affecting Consumer Behavior

(Dimofte & Yalch, 2010)discusses that self-referent advertising is more effective in

Characteristics of Advertising Affecting Consumer Behavior

Characteristics of Advertising Affecting Consumer Behavior

Characteristics of Advertising Affecting Consumer Behavior

Characteristics of Advertising Affecting Consumer Behavior

Characteristics of Advertising Affecting Consumer Behavior

Extent of researcher interference

Pilot Testing of Instrument:

For pilot testing, we choose 30 respondents in order to fill up the questionnaire.

Characteristics of Advertising Affecting Consumer Behavior

Method for Data Collection

Characteristics of Advertising Affecting Consumer Behavior

Characteristics of Advertising Affecting Consumer Behavior

Characteristics of Advertising Affecting Consumer Behavior

Characteristics of Advertising Affecting Consumer Behavior

Name of the Factor

Characteristics of Advertising Affecting Consumer Behavior

As table 7 shows that there exists significant correlation between the

Characteristics of Advertising Affecting Consumer Behavior

According to Table 8, SR has positive influence on BI (0.575). Table 8 shows the

H2 Positive affect has positive influence on Brand image

Characteristics of Advertising Affecting Consumer Behavior

According to Table 9, PE has positive influence on BI (0.581). Table 9 shows the

H3 Sensory ad appeal has positive influence on Brand image

Characteristics of Advertising Affecting Consumer Behavior

lie between this range. Our study this requirement is fulfilled.

H4 Brand image has positive influence on brand attitude

Characteristics of Advertising Affecting Consumer Behavior

Characteristics of Advertising Affecting Consumer Behavior

PA (X) and BI (M) is the significant predictor of BA (Y) as p(.0000) so that

Characteristics of Advertising Affecting Consumer Behavior

TOTAL EFFECT MODEL

Characteristics of Advertising Affecting Consumer Behavior

TOTAL, DIRECT, AND INDIRECT EFFECTS

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