The Influence of Advertisements and Brand Image on Consumer Purchasing Decisions

Abstract

Creating and upholding a favorable brand reputation and effectively implementing successful advertising campaigns are essential for optimizing the operational effectiveness of a corporation. Within the realm of consumer purchase decisions, the concept of a brand's image serves as a fundamental mechanism. Furthermore, advertising plays a crucial role in the success of any company as it enables the communication of messages and fosters the cultivation of loyal customers. The objective of this study is to ascertain the impact of brand image and advertising on the purchasing choices made by individuals belonging to the Gujranwala community in Pakistan. The data required for this inquiry were gathered by a questionnaire survey using the appropriate non-probability sampling technique. Within a span of less than thirty days, a sample size of two hundred surveys yielded a total of 175 responses. The study's findings indicate that consumers' inclination to make purchases is significantly and positively influenced by ads and their impressions of the brand. People tend to have a favourable attitude towards the brand's image when it is graphically portrayed. The survey findings suggest that the younger population in Gujranwala shows signs of being highly aware of social status and having a preference for branded products. The observation revealed that the adolescent population in Gujranwala had a tendency to favour branded products. Research indicates that commercials exert a favourable influence on customers' purchase decisions. The conclusion essay included an examination of the constraints of the research, a discourse on the discoveries of the study, and recommendations for future areas of investigation.

Keywords company image Promotion Consumer Purchase Patterns