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Автор: Ali Hassan and Kashif Shahid
Издательство: LAP Lambert Academic Publishing
Описание: This study examines portray of Indian stars in multinational products’ advertisements and their impact on the Pakistani consumers as well as their purchasing behavior especially in District Gujrat. Multinational advertisers highlight the product feature in better way and in return get more attention and convince more and more people towards product. For this purpose advertisers are spending money on famous stars to make advertisement attractive. Sample size 100 taken from the District Gujrat (Pakistan) revealed that the majority of the population likes to watch those advertisements in which Indian stars appear. While the respondents’ response shows that Pakistani stars do not have any significant impact on the consumer behavior. This study also explains that Indian stars are influencing their buying decision of the consumers of Gujrat. While respondents are also like to discuss and share the Indian stars ad with peer group. This is also very significant that the rural and urban...