HUMOR BASED ADVERTISING EFFECT ON BRAND PURCHASE INTENTION

Abstract

PURPOSE: The purpose of this study is to study the impact of humor in advertising on consumer purchase intention and the affect of humor on celebrity endorser use in the commercial. This research will contribute in finding out the effectiveness of humor advertising and will help the companies to know that how through humor advertising consumer’s brand perception build. The reason for this examination is to discover the impact of funniness promoting on customer's buy aim. Variables which are studied in this research are cognitive response, attitude towards ad and brand, endorser, brand choice and purchase intention. METHODOLOGY: 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 of this study was 355 and sampling technique chosen was convenience sampling. To analyze the results frequencies, regression, anova and correlation was studied. FINDINGS: Results clearly state that humor produces positive cognitive response more than negative. Commercial related thoughts are produces more than service/product related. Endorser also affects the cognitive response due to which consumer like the ad more. Results also reveal that attitude towards brand is affected by attitude towards ad due to which consumer choice the product to buy and move towards purchase intention. Humor does not have direct impact on purchase intention which means that consumer not only buy the product because of humor present in the ad, result also reveal that humor is more applicable for mow involvement products. PRACTICAL IMPLICATION: The outcome of this research is to point out the appropriateness and effectiveness of humor in the advertising