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Relationship Between Celebrity Endorsement & Consumer Purchase Intentions.

Thesis Info

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Author

Adil Adnan

Program

PhD

Institute

Iqra National University

City

Peshawar

Province

KPK

Country

Pakistan

Thesis Completing Year

2018

Thesis Completion Status

Completed

Subject

Bussiness & Management

Language

English

Link

http://prr.hec.gov.pk/jspui/bitstream/123456789/12768/1/Adil%20Adnan_Business%20Admin_2018_Iqra%20National_PRR.pdf

Added

2021-02-17 19:49:13

Modified

2024-03-24 20:25:49

ARI ID

1676724969498

Similar


For the 21st Century marketing managers, the globalization has resulted in a fierce battle of the brands at the local and global levels. It has opened new brand investment avenues for the local and global brand advertising managers that are having both the promotional challenges and opportunities. The technological advancements and the rapidly growing mass media and communication systems are constantly providing the marketing managers with the massive opportunities to convey their voice to the targeted groups of customers in a most effective manner. For the same reasons the brand managers are always in search of devising the most effective advertising techniques through which they can easily and most effectively communicate with their target audiences. Celebrity endorsement technique is amongst one of them. Celebrities are the personal and social favorites having deeper influences over the life styles and consumption patterns of the social members. The current study has been conducted to examine the relationship between the super stars endorsements and the consumer purchase intention. As no substantially enough research work has been conducted with reference to the same subject matter and with special reference to the Khyber Pakhtunkhwa province. The data has been gathered through questionnaires by taking 790 respondents from the urban and sub urban areas of Khyber Pakhtunkhwa province of Pakistan through Simple Random Sampling technique. Male and female consumers both were contacted. Finally, the impacts of various determinants of celebrity endorsement models were checked through simple linear regression analysis with the consumer purchasing intention. As a result, positive relationship was found between the celebrity endorsements and the buying intention of the buyers. The study has described useful academic as well as managerial implications for both the local and global brand advertisers.
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حوالہ جات

(1) حاتم ظہور الدین شیخ، دیوان زاده، مرتب پروفیسر عبد الحق (نئی دیلی: نیشنل مشن فارمین سکر پٹس)
اشاعت اول 2011، صفحہ 5
(2) توقیر احمد خان، پروفیسر ڈاکٹر قلمی مسودہ صفحہ 1
(3) حاتم ظہور الدین شیخ ،دیوان زاده، مرتب ،پروفیسر عبد الحق، صفحہ 5
(4) اقبال، کلیات اقبال اردو ،بانگ درا، والدہ مرحومہ کی یاد میں (لاہور ۔ اقبال اکادمی
پاکستان) اشاعت ششم 2004 ،صفحہ 266
(5) توقیر احمدخاں،پرو فیسر ،ڈاکٹر، قلمی مسورہ صفحہ 2
( 6) عبدالحق، پروفیسر، فکرِاقبال کی سرگذشت، ناشر، صائمہ حق، شفا حق ( جون پور:یو۔ پی۔رحمن منزل، بلوا گھا ٹ شام 1998ء) صفحہ 5
(7 ) عبد الحق، پروفیسر ،فکرِ اقبال کی سرگذشت، ناشر، صائمہ حق ، شفا حق، صفحہ4
(8) عبدالحق، پر وفیسر، عصری لغت (نئی دہلی ۔ اصیلا آفیسٹ پرنٹرز ) اشاعت دوم فروری 2006
صفحہ 5
(9) اقبال، کلیات اقبال فارسی، پیام مشرق، ساقی نامہ (لا ہور: شیخ غلام علی اینڈ سنز ) س ن ،صفحہ 285
(10) عبدالحق، پروفیسر، خط بنام ساجد ندیم، یکم جون 2014 ء
(11) عبدالحق، پروفیسر، خط بنام ساجد ندیم، یکم جون 2014 ء
(12) عبدالحق، پروفیسر، اقبال اور اقبالیات (کشمیر :سرینگر میزان پبلشر ) بار دوم 2009ء، صفحہ 3
(13) عبدالحق، پروفیسر، خط بنام ساجد ندیم، یکم جون 2014 ء
(14) اقبال کلیات اقبال اردو، بانگ درا، صفحہ 286
(15) اقبال، بکھرے خیالات، مرتبہ، ڈاکٹر جاوید اقبال مترجم پروفیسر عبدالحق ( جون پور یوپی ۔ پہاڑ پو
مچھلی شہر ) مارچ 1975 ء
(16) اقبال، کلیات اقبال اردو، بانگ درا ،نظم، التجائے مسافر صفحہ 122

 

خصائصِ نبویﷺ : اردوتفسیری ادب کاتجزیاتی مطالعہ

There is no doubt that the personality of messenger of Allah peace be upon him is irreproachable from all kind of diminutions and barrier of salient bigness and glory. Not only historically biographers have written about the  greatness of Prophet peace be upon him, But the Muhadithin have collected  a large part of the collection of Hadiths on  prophet peace be upon him greatness and  honour. Urdu commentators are not far behind in this field. We have come to the conclusion after observing that while interpreting the Qur'anic verses relating to the greatness and character of the Prophet (peace be upon him) The commentators were very eloquent and described the characteristics of the Prophet (peace and blessings of Allah be upon him) in a very eloquent and loving manner. In this article, the detailed material written by the commentators on the characteristics of the Prophet (peace be upon him) in Urdu commentary literature will be presented.

Population, Distribution and Food Habits of Indian Pangolin Manis Crassicaudata in Potohar Plateau

Indian pangolin (Manis crassicaudata), the only pangolin species that occurs in Pakistan, is categorized more recently as “ Endangered” under IUCN Red List criterion and it faces a high risk of extinction in the wild. Ecological data on this species is very scanty in the country, where illegal hunting and killing for obtaining its body scales for trade purpose is the biggest threat to its population. The current study, therefore, investigated the distribution, vegetation analysis of the habitat, current population status, and the diet of Indian pangolin in the Potohar Plateau. Distribution of Indian pangolin was studied by conducting extensive surveys in the study area, in addition to carrying out questionnaire surveys (Interviews by local people). Results showed that Indian pangolin was distributed in all transects taken in district Chakwal and Jhelum while it was found present in some transects but absent in others, in the rest of the two districts (Attock and Rawalpindi) of the Potohar Plateau. Vegetation analysis of the habitat of Indian pangolin was carried out by quantifying trees (by Point-Centered-Quarter method), shrubs and herbs species (by Quadrat method) of the study area. For shrub species, quadrats of 4m x 4m, while for herb species quadrats of 1m x 1m were established at selected sampling sites for data collection. Dominant tree species included Acacia nilotica (IVI=74.9) Zizyphus mauritiana (IVI=61.75), and Acacia modesta (IVI=58.6), dominant shrub species were Zizyphus nummularia ( IVI=199.16), followed by Calotropis procera (IVI= 65.08), Prosopis juliflora (IVI= 35.40), and Lantana camara (IVI= 30.13) xx while the major herb species recorded were Cynodon dactylon (IVI = 40), followed by Cenchrus ciliaris (IVI= 37.56) and Cyprus rotundus (IVI= 31.06). Population density of Indian pangolin in the study area was estimated by using indirect method of its active permanent burrow counts at thirty different selected sampling sites including all four districts of the Plateau. Population estimates of the species showed overall a declining trend in the Potohar plateau; an average population density of 1.08 /km² was recorded during the year 2010 and 0.36 /km² in 2011 and 0.23/km² in 2012, with an overall decline by 79%, with an average decline of 52 % per annum. The population density of the species was found significantly different (p < 0.05) within the study years (2010 - 2013). A total of N=10 specimens of Indian pangolin were recovered from the field from different sampling sites, in addition to two skeletons, for their morphometrical analysis. Average body weight and body length of the specimens were 9 ± 2.2 kg and 99.25 ± 10.5 cm, respectively. Relative tongue weight (RTW) and relative tongue length (RTL) constituted 0.2 % and 37 %, of the body, respectively. Average numbers of scales on the body of juvenile, sub-adult, and adult specimens were 286, 276, and 424, respectively. Food habits of Indian pangolin were investigated by fecal analysis, a total of N = 44 fecal pellet samples were collected from different sampling sites of the study area. Fecal analysis revealed main food components recovered from samples as ants body parts (including heads, and abdominal parts) approximately 41.5%, and soil particles or clay approximately 58%, with minor percentages of bugs, termites body parts, grass and wood. The soil particles or clay contributed the highest % weight (57.95%) of the fecal pellet followed by ants (37%), wood xxi (2.3%), grass (0.89%), termites (0.95%) and least for bugs (0.375%). The main prey species of Indian pangolin identified from the faecal analysis and from the field collections included two species of black ants (Camponotus confuci and Camponotus compressus) and one species of termite (Odontotermes obesus). The biggest threat to the population of Indian pangolin in the study area is its illegal capturing and killing for obtaining its body scales for trade purpose, which are used in making Traditional Chinese Medicines (TCM). A sharp decline of approximately 79% in the population of Indian pangolin during three years of the study period demands urgent conservation measures to be launched to save its little remaining population.