Abstract
Advertisement has high sensory appeal hence it attracts more customers toward the brand because people can easily refer themselves toward the brand due to which the positive affect creates in their minds influence the brand attitude. Purpose of the study is to identify various reasons that contribute toward brand attitude in Pakistan some of them are sensory appeal, self-reference and positive affect (which are core part of the advertisement) and the preventive strategies that can be taken to overcome this issue. The scope of study is twin cities (Islamabad and Rawalpindi) and the data is collected from different segments of society which includes professionals and students. So keeping in view the importance of the core part of the advertisement the study is conducted to analyze the effect of sensory appeal, self-reference and positive affect on brand attitude. For this purpose questionnaire method is used for data collection. It is examined that SA, SR and PA are important factor which have positive relationship with the attitude of the brand.
SYED MUSHARAF ABBAS. (2014) The Impact of Sensory Appeal, Self-Reference and Positive Affect on Brand Attitude, International Review of Management and Business Research, Volume 3, Issue 1.
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