Impact of Advertising Message and Brand Personality on Consumer Purchase Intention: A Case of Cement Industry

Abstract

The research analyses about the impact of advertising involvement message and brand personality upon consumer purchase intention in the cement industry. As the cement industry is neglected in Pakistan when it comes to the said industry. The research conducted concludes that the results of advertising and brand personality are positive upon the customer purchase intention in the cement industry. There is a perception ·in Pakistan that the sales of cement are not affected by the advertising message and brand personality but these are led be the masons words and the perception developed by them in the subjective markets but the results of research suggests that there is a positive relation between advertising and brand personality on customer purchase intention in cement industry. Cement industry can make differences in there sales by applying latest marketing techniques like the other :fmcg industries. The research is based upon Pakistan's audience and majorly the people of urban population.