EMPIRICAL STUDY ON HUMOROUS ADVERTISING AND ITS IMPACT ON BRAND PURCHASE INTENTION

Abstract

PURPOSE: The purpose ofthis study is to examine the effectiveness of humorous advertising in Pakistan and to study the affect of humorous advertising on consumer purchase intention. METHADOLOGY: In this study survey method was adopted to collect the data. Web based questionnaire was used to collect the data from the people easily available on the social sites. Secondly, personal survey was also done to collect data from undergraduate and graduate students of bahria university students. Sample size ofthis study was 384 and sampling technique chosen was convenience sampling. FINDINGS: This study is based on ELM theory. Findings reveal that humor doesn’t have direct impact on purchase intention. Humor is effective in low involvement product but not much. Use of humor in ad has positive impact on consumer’s attitude towards ad and brand. It enhances recall process. Respondents find kingtox commercial to be more humorous than serious. They also listed that the concept of ad was not match with the product, but the sense of humor used in the ad catch their attention. They find the commercial funny, cast cute and attractive and some type of suspense in the kingtox commercial. Result reveals that changes in the attitude towards ad affects attitude towards brand directly. Result reveals that attitude towards brand affect consumers brand choice of alternative products. consumer PRACTICAL IMPLICATION: The outcome of this research is to point out the appropriateness and effectiveness of humor in the advertising