Published on March 2021 | Marketing

Impact of advertising on brand image: evidence from Southern Punjab Pakistan

The study investigates the factors affecting the advertising towards the brand image of any product. This study aims to find the factors influencing the individual's brand image by reading the other reviewers. The majority of the product users for purchasing product read the reviews, so both the quality and quantity of reviews matter for that specific product. In this study, two factors as the independent variable (advertising) individually impact the brand image. One hundred product users are used as the sample for this study. The convenience sampling technique is used because the data is collected from the universities students only. The result of this study shows that advertising has a significant relation with the brand image. The work finds that brand image positively influences advertising. And large numbers of review positively influenced the purchasing intention of the product. This study provides a comprehensive picture to the managers about the factors that are perceived to be important by the consumer to make a brand image. So this study assists the managers in designing their marketing strategies