Characteristics of Advertising Affecting Consumer BehaviorCharacteristics of Advertising Affecting Consumers Behavior

Ali Ammad (1335105) Tahseen Hasan (1335132) Zahore Abbasi (1335121)

SHAHEED ZULFIQAR ALI BHUTTO INSTITUTE OF SCIENCE& TECHNOLOGY, ISLAMABADDec 2014

Characteristics of Advertising Affecting Consumers Behavior Ali Ammad 1335105 Tahseen Hasan 1335132 Zahore Abbasi 1335121 A Research Project Report Submitted to theMr. Usman Kamal Faculty of Management SciencesShaheed 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 CERTIFICATEThis 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.

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DECLARATION FORMWe, 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 CERTIFICATECertified 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 ContentsContentsCharacteristics of Advertising Affecting Consumers Behaviour1Characteristics of Advertising Affecting Consumers Behaviour2Abstract:7Acknowledgements13Dedication14Chapter 1:15Introduction15Background of the problem15Identification of research gap16Problem statement17Significance of research17Delimitations17Chapter 2 :18Industry Profile:18Analysis:18Progression in Industry:19Major Competitors20Competition of Washing Powder Brands in Pakistan20Surf Excel20Ariel :21Bonus :22Brite :22Market Share of different washing powder Brands in Pakistan22Chapter 3 :23Literature Review23Brand Attitude:23Positive Affect:27Self-reference:28Sensory Appeal31Brand Image :32Chapter 4 :35Theoretical framework35Relationship Diagram:35Variables:35Sensory ad appeal (SAA)35Independent:36Dependent:36Hypothesis36Chapter 5:37Research Methodology:37Research design37Instrument of Measurement:37Extent of researcher interference37Pilot Testing of Instrument:38Sampling Strategy:38Population:38Time Horizon:39Unit of Analysis:39Method for Data Collection39Data Analysis39Software Used:40CHAPTER 6:40Data Analysis & Results40Introduction40Descriptive Statistics40Overview of Data Collected40Profile of Respondents41Table 141Table of Gender Description41Table 241Table of Age Description41Table 342Table of employment Description42Table 443Table of washing powder Description43Reliability Test43Table 643Reliability Test43Correlation Test44Table 744Correlation Test44Hypothesis testing45Table 845Table 946Table 1047Table 1148Mediation48Self-Referencing51TOTAL EFFECT MODEL52Sensory Ad Appeal53CHAPTER 7:56Conclusion and Recommendations56Managerial Implications56Limitations of Research57Future Research58Conclusion:58Bibliography60Appendix64

AcknowledgementsWe 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.

DedicationThis report is dedicated to our loving parents. Withouttheir 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 problemHuman 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, self-reference 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 variablesIdentification of research gapBefore 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 statementBefore 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 researchOur 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.DelimitationsThere 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 multi-purpose 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, Colgate-Palmolive (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 CompetitorsThere are many competitors in Washing Powder Market in Pakistan. Some Top Brands are Ariel Surf Excel Brite Bonus SunlightCompetition of Washing Powder Brands in PakistanSurf ExcelIt 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 usedAriel :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 ReviewBrand 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 profitsLee (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 self-structure 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 AppealSensory brand is the type of brandingin 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 frameworkRelationship Diagram:

Brand attitudeBrand imageSensory ad appealPositive affectSelf referincing

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.

HypothesisH1: 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 CollectionThere 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 AnalysisIn 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 & ResultsIntroductionInitially 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 StatisticsOverview of Data CollectedResearchers 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 1Table of Gender Description

Gender

FrequencyPercentValid PercentCumulative Percent

ValidMale4320.220.220.2

Female17079.879.8100.0

Total213100.0100.0

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 2Table of Age Description

Age

FrequencyPercentValid PercentCumulative Percent

Valid20-295525.825.825.8

30-399846.046.071.8

40-495927.727.799.5

50 & Above1.5.5100.0

Total213100.0100.0

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 20-29 age group these are the third most user of washing powder.

Table 3Table of employment Description

Employment

FrequencyPercentValid PercentCumulative Percent

ValidStudent4621.621.621.6

Professional5425.425.446.9

Teacher198.98.955.9

Housewife9444.144.1100.0

Total213100.0100.0

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 4Table of washing powder Description

WP

FrequencyPercentValid PercentCumulative Percent

ValidSurf Excel7535.235.235.2

Sunlight136.16.141.3

Ariel8941.841.883.1

Bright146.66.689.7

Bonus219.99.999.5

Other1.5.5100.0

Total213100.0100.0

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 TestTable 6Reliability Test

Name of the FactorCronbach AlphaNo of Items

Self-referencing.7474

Positive affect.785

Sensory ad appeal.7455

Brand image. 6894

Brand Attitude.83610

Total3.79728

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 TestTable 7Correlation Test

Correlations

SRPESAABIBA

SRPearson Correlation

Sig. (2-tailed)

N

PEPearson Correlation.733**.

Sig. (2-tailed)

N

SAAPearson Correlation.768**.740**.

Sig. (2-tailed)

N

BIPearson Correlation.575**.581**.592**

Sig. (2-tailed).

N

BAPearson Correlation.694**.728**.804**.706**

Sig. (2-tailed)..

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