|29th IBIMA Conference
3 - 4 May 2017
Determining the Influential Role of Humorous and Sentimental Marketing on the Development of Brand Image: An Empirical Investigation
Muddasar Ghani Khwaja, Muhammad Shahid Nawaz and Umer Zaman
Humorous and Sentimental Marketing techniques have been making colossal roar in the consumer markets from the past several years. Prior studies focused on how humorous and sentimental marketing elevates promotional activities; however it remains eminent to investigate humor and sentiments role in the development of brand image. The moderating effect of product involvement has been also examined so that precise understanding about the subject matter would be attained. In this regard, an empirical cross-sectional study was conducted in the Pakistani consumer markets. Structural Equation Modeling (SEM) on AMOS using covariance-based approach is applied for the determination of structural relationships among humorous and sentimental marketing with development of brand image. The results attained notified acceptance of established hypotheses.