Impact of Brand Image and Advertisement on Consumer strongBuyingstrong.pdfVIP

World Applied Sciences Journal 23 (1): 117-122, 2013 ISSN 1818-4952 © IDOSI Publications, 2013 DOI: 10.5829/idosi.wasj.2013.23.01.824 Impact of Brand Image and Advertisement on Consumer Buying Behavior 1 2 3 Muhammad Ehsan Malik, Muhammad Mudasar Ghafoor, Hafiz Kashif Iqbal, 4Qasim Ali, 4 Hira Hunbal, 4 Muhammad Noman and 4 Bilal Ahmad 1Institute of Business Administration (IBA), University of the Punjab, Lahore, Pakistan Dean Economics and Management Sciences, University of the Punjab, Lahore, Pakistan 2 School of Business, University of Dundee, Scotland, United Kingdom 3School of Business and Economics, University of Management and Technology, Lahore, Pakistan 4Department of Business Administration, University of the Punjab Gujranwala Campus, Pakistan Submitted: Apr 27, 2013; Accepted: Jun 3, 2013; Published: Jun 20, 2013 Abstract: Brand image and advertisement play a crucial role to boost up any business performance as brand image is an implied tool which can positively change people’s buying behaviors and advertisement is behaving as a driving force for any business as it’s an effective source to convey your message and stay in customer’s mind. The purpose of this study is to examine the impact of brand image and advertisement on consumer buying behavior in the general public at Gujranwala city. Questionnaire survey was used to collect the data by using non probability convenient sampling technique. A sample of 200 questionnaires was used in which 175 responses were collected within the period of one month. Findings show that brand image and advertisement have