2016
DOI: 10.5430/ijba.v7n1p59
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Impact of Branding on Impulse Buying Behavior: Evidence from FMCG’S sector Pakistan

Abstract: The purpose of this study is to provide an insight into the impact of branding on impulse buying behavior in FMCG'S sector Pakistan and to examine whether branding has sufficient influence on impulse buying behavior. As branding for packaged products is on rise in competitive markets and significance of packaging considered as a vehicle for communication. A questionnaire derived from the previous studies and relevant literature was completed by 180 university students who often engage in impulse buying. Survey… Show more

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Cited by 15 publications
(14 citation statements)
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“…Online banks must seem to be more concerned about the customer perception of online banking services because the advantages of competitive services can easily be measured (Santos, 2003). Customer pleasure is the support of the absolute achievements of the quality revolution, which is mainly reliant on customer's cognizance of overall service quality (Husnain & Akhtar, 2016) as stated by Toor et al (2016).…”
Section: E-banking Service Quality and Customer Satisfactionmentioning
confidence: 99%
“…Online banks must seem to be more concerned about the customer perception of online banking services because the advantages of competitive services can easily be measured (Santos, 2003). Customer pleasure is the support of the absolute achievements of the quality revolution, which is mainly reliant on customer's cognizance of overall service quality (Husnain & Akhtar, 2016) as stated by Toor et al (2016).…”
Section: E-banking Service Quality and Customer Satisfactionmentioning
confidence: 99%
“…Researchers described various aspects of external factors, internal factors, normative evaluation, branding, packing and labeling, store environment, demographic, and socioculture factors of inspiration (Bhakat & Muruganantham, ; Husnain & Waheed Akhtar, ). In the perspective of external causes which impact on impulse buying, firms offer something extra to customers.…”
Section: Literature Reviewmentioning
confidence: 99%
“…In the literature, the consumers' impulse buying behavior was generally investigated in terms of a particular product, product category or brand (Han, Morgan, Kotsiopulos & Kang-Park, 1991;Miao & Mattila, 2013;Khuong & Tran, 2015;Husnain & Akhtar, 2016). In this study, the effect of gender identity on the consumers' impulse buying behavior was not investigated in terms of a specific product, product category or brand.…”
Section: Conclusion and Suggestionsmentioning
confidence: 99%