PURCHASE INTENTION H1: QUALITY FEATURES OF PRODUCT IN ADVERTISEMENTS H2: ENTERTAINING CELEBRITY ASSOCIATION H3: PRODUCT AVAILABILITY INFORMATION IN ADVERTISEMENTS H4: CONTENT CREDIBILITY OF PRODUCT IN ADVERTISEMENTS H5: EFFECTIVE ADVERTISEMENT REPETITION H6: ADVERTISING APPEALS
Figure I Proposed Research Model 3. Results 4.1 Factor Analysis The principal components factor analysis was conducted with varimax rotation on the initial items, employing a factor weight of 0.50 as a minimum cut-off value. It identities six constructs which are quiet supportive for the proposed conceptual frame work. Quality Features, Entertaining celebrity association, effective advertisement repetition, content credibility, product availability information and advertising appeals are extracted after loading 25-items in principal component factor analysis which are given in table with individual items. Table II Factor Analysis Factor Analysis Items Quality Features Entertaining Celebrity Association Product Availability Information Content Credibility Effective Advertisement Repetition Advertising Appeals Cronbah Alpha If the price of the product shown in the advertisement is acceptable by you 0.662 0.807 If retail outlet atmospheric appropriateness is related to perceived quality, and the atmosphere shown in advertisements is appropriate with the product 0.631 If the product is environment friendly shown in the advertisement 0.726 If value added services are shown in an advertisement of that product 0.71 If a good service quality is shown in the advertisements 0.703 If the celebrity shown in the advertisement of is trustworthy 0.703 If the profession of endorser shown in the advertisement appropriately matched with the 0.703
intended audience 0.768 If a favorite celebrity is used in a advertisement 0.727 If there is an association between celebrity and product advertised 0.602 If dance shown in a advertisement is entertaining 0.648 If a popular music is used in an advertisement 0.501 If an advertiser is using more than one medium to advertise its product 0.589 0.753 If an advertiser shows easy access to product in advertisements 0.653 If an advertiser shows availability of product 0.7 If price is an indicator of product quality and is kept low 0.558 0.713 If the reliability of a network is shown in an advertisement 0.509 If you perceives that product is dependable after watching its advertisement 0.55 If an advertiser is using an effective message in advertisements 0.759 0.413 If an advertisement is repeated many times 0.659 If an advertisement is repeated for both familiar and unfamiliar brands equally 0.636 If an emotional appeal (fear, guilt and shame) is used in advertisement 0.788 0.525 If an emotional appeal (love, humor, pride and joy) is used in advertisement 0.747 If a rational appeal (attributes, features and quality of product and service) is being used in advertisement 0.656 If an advertiser is using appeal (attractive physique, personality, body language, etc.) in advertisements 0.585 If an advertiser in using advertising appeal (packaging products, services, organizations, or individuals) in advertisements 0.618 Percentage of Varience explained 12.921 12.885 10.556 8 6.103 4.869
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