MS/MPhil Finance and Management Sciences at Riphah International University Islamabad and Master of Business Administration/MBA Finance, UA, J&K, Ukraine
Review
The Impact of Advertisement, Price and Brand Endorser on Consumer Brand Switching- A Study on Cosmetic Products: Evidence from Pakistan
Author(s): Tanveer Bagh*, Ubaid Aslam and Syed Jawad Hasnain
In today’s fierce competition media landscape where it’s very challenging to shape consumers attitude and intentions and move them to next level of buying process, advertisers find it even more difficult and challenging to break through the clutter of competing advertisement. The advertising industry has experienced dynamic changes over the last several decades. The changes have been good in terms of Technology advancement, Medium and more methods to attract consumers and on Creativity. This study represents how creativity impacted advertising, also understanding the value of creativity in advertising through the review of various literatures. The importance of creativity factor in advertising has got wide recognition by many researchers, practitioner, but there is a miss of true & systematic research to define advertising creativity and how it relates to ad effectiven.. Read More»
DOI:
10.37421/2168-9601.2021.10.318
Accounting & Marketing received 487 citations as per Google Scholar report
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