Failure of Brand Intoxication with the Mediating Effect of Ad Skepticism

Khuhro, Rafique Ahmed; Bhutto, Niaz Ahmed; Sarki, Irshad Hussain

doi:10.30537/sijmb.v2i1.90

Cited by 2 publications

(2 citation statements)

References 50 publications

(56 reference statements)

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“…The current study attempts to find how cultural dimensions given by Hofstede can influence consumer brand loyalty. Khuhro, Bhutto, and Sarki (2015) examined the impact of university students' culture and lifestyle on brand meaning. They found a positive relationship between cultural values and lifestyles of university students.…”

Section: Literature Reviewmentioning

confidence: 99%

Nexus among the Hofstede Cultural Dimensions and Consumer Brand Loyalty: Empirical Evidence from Pakistan

Hafeez

Maitlo

Lashari

2021

JBSEE

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Purpose: The current research aims to investigate the nexus among Hofstede’s national cultural dimensions and consumer brand loyalty in Southern Punjab, Pakistan. These cultural dimensions represent the independent fondness of one state of affairs over another that distinguishes the country’s culture (rather than individuals) from each other. Design/Methodology/Approach: Current research adopts a survey research method for data collection following the quantitative research strategy. Primary data through a self-administrated questionnaire was collected from individuals in southern Punjab, Pakistan’s major cities. Current research has targeted 1110 individuals for data collection, out of which 900 people responded positively to our instruments. Descriptive statistics, Spearman correlation, and multiple regressions techniques were used to analyze the impact of Hofstede’s cultural dimensions on brand loyalty. Findings: The current research findings are fascinating as spearman’s correlation shows that Cultural dimensions have a positive relationship but are negatively associated with consumer brand loyalty. Multiple regression analysis results also show that cultural dimensions do not significantly impact consumer brand loyalty. Implications/Originality/Value: In the Pakistani cultural context, brand loyalty does not take much influence from the cultural values, but there could be some other factors that may affect brand loyalty. Further researchers can explore the exciting reasons for the current research results. Future studies can also explore the other factors which may influence brand loyalty, especially in the culture of southern Punjab, Pakistan.

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Section: Literature Reviewmentioning

confidence: 99%

Nexus among the Hofstede Cultural Dimensions and Consumer Brand Loyalty: Empirical Evidence from Pakistan

Hafeez

Maitlo

Lashari

2021

JBSEE

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“…Advertising does not have negative effect to established brands rather it may be used to change consumers' brand schema and it also provides flexibility in brand knowledge structure. Ad linking plays vital role in ad credibility, while ad credibility has negative effect on ad-brand incongruences (Khuhro et al, 2015). High involvement products affect more on ad credibility.…”

Section: Ad Skepticismmentioning

confidence: 99%

Ad skepticisms: Antecedents and consequences

Khuhro¹,

Khan²,

Humayon³

et al. 2017

10.5267/j.msl

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C H R O N I C L E A B S T R A C TEngaging customer is the burning issue for companies especially the service sector, either online or offline. Minimizing the customer disengagement is the same like reducing dissatisfaction or churn. Customer disengagement may be caused by many factors, ad skepticism is one of them; ad skepticism has two main antecedents personality variable and consumption/influencing variables. This research explores the relationship of ad skepticism with customer disengagement through personality variables which are cynicism, reactance and self-esteem. The unit of analysis is the telecom and banking industry of Pakistan which is foreseeing an era of virtual currency and both are customer oriented industries. Only offline disengagement is researched and data is collected from the Business centers of telecom and banking branches dealing with virtual currency in Pakistan. Hypothetical model is given after digging the relevant literature; model is tested through confirmatory factor analysis and structural equation modeling. Eight hypotheses were purposed from the connections of model, all hypotheses are accepted except the cynicism positive effect on social ad skepticism. This can be due to commonality of social and charity in Pakistani society, Muslims consider charity as a pious act and they do not think for cynic behavior in charity or social related works. The results manifest that customers in telecom industry are having ad skepticism and that is becoming the cause of their disengagement. Further, social ad skepticism has more impact on the customer disengagement than the general ad skepticism. While the reactance has more effect on general ad skepticism than other antecedents and cynicism has the lowest impact on social ad skepticism than other antecedents.

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Failure of Brand Intoxication with the Mediating Effect of Ad Skepticism

Cited by 2 publications

References 50 publications

Nexus among the Hofstede Cultural Dimensions and Consumer Brand Loyalty: Empirical Evidence from Pakistan

Nexus among the Hofstede Cultural Dimensions and Consumer Brand Loyalty: Empirical Evidence from Pakistan

Ad skepticisms: Antecedents and consequences

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