Abstract
The study examines the impact of stealth marketing on sustainable development with the mediating role of culture in Punjab, Pakistan. This research is Quantitative in nature and research approach is explanatory. Data have been collected through stratified random sampling technique from different educational institute of Punjab, Pakistan. Sample size was 292 respondents. Close ended questionnaire was used to collect the data. The findings from SEM and CFA are illustrating the negative impact of stealth marketing on sustainable development. This investigation also sheds light on interrelation between culture and sustainable development. All the variables were found to have impact on sustainable development. This study will help to educate marketers about negative and positive effects of stealth marketing on customers.
Dr. Irfan Sabir, Muhammad Usman Zakir, Muhammad Bilal Majid. (2015) Impact of Stealth Marketing on Sustainable Development with the Mediating Role of Culture in Punjab, Pakistan, International Journal of Management Research and Emerging Sciences, Volume 5, Issue 1.
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