CONSUMER RESPONSES TO SLICE-OF-LIFE VERSUS SLICE-OF-DEATH ADVERTISING APPEALS: EXPLORING THE ROLE OF POLYSEMY AND BRANDING IN PAKISTAN

Abstract

Purpose: The world deviates rapidly and now the advertisement is according to the customer of attentiveness and intentionally design in a way to deliver a specific message to their customers. The purpose of the study is to find out the Slice of life/death on consumer brand equity with the impact of advertising polysemy. Methodology & Design: The study is based on exploratory research. In this present paper, deductive approach is used for study because objective is testing through previous study. The study is quantitative in nature and method is adopted for conducting this research is “survey approach”. Findings: The current paper’s model is significant, and variables were reliable. Most ofthe findings are consistent with present hypothesis and some ofthem are inconsistent which leads to acceptance to the proposed hypotheses. Hence both slice oflife and slice ofdeath leading to advertising polysemy has an impact on consumer based brand equity through some mediating effect. Limitations • Non probability convenience sampling • Limited generalizability