The aim of this study is to explore the effectiveness of advertisement on brand commitment with the moderating role of quality between brand awareness and commitment. While the role of brand awareness as a mediator will be explored with respect to the female apparel industry in Abbottabad. The study is quantitative in nature as 150 questionnaires were handout to females that belongs to the upper middle and the upper class. The empirical result indicates that how consumer’s present and future commitment is affected by brand awareness. This research work is done in female apparel industry in Abbottabad which can help others or marketers to make the most worthy strategy in this sector. The research is carried out with minimum resources and not many respondents which were not enough to observe the inclination of the whole population towards brands.
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Acknowledgement
Above all, utmost appreciation to the Almighty ALLAH for the divine intervention in this academic endeavor.
Sincere gratitude is hereby extended to the following that never ceased in helping until this study is structured.
The Marketing Instructor, Afaq Ahmed Khan, the study’s advisor, for the unwavering step by step guidance, the expertise that indeed contributed positively in the analysis and interpretation of data.
The members of the defense panel, Afaq Ahmed Khan for sharing their precious time and positive insights that helped complete this study.
For the unwavering moral, and emotional support of Afaq Ahmed Khan instructor of Government College of Management Sciences, Abbottabad, Saneela Jadoon and Naqash Ahmed Khan Tareen, students of Government College of Management Sciences, Abbottabad and all those who voluntarily participated in data collection.
Khan, A. A., Jadoon, S., & Tareen, N. A. K. (2016). Impact of Advertising on Brand Awareness and Commitment in Female Apparel Industry. International Journal of Academic Research in Business and Social Sciences, 6(3), 72-86.
Copyright: © 2016 The Author(s)
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