Children’s Understanding of TV Advertising: Effect of Age, Gender, and Parental Influence. Principles of Marketing, 3rd Edition, Pearson Education, Prentice Hall.
(1998), Multivariate Data Analysis, Fifth edition, Prentice-Hall International, Inc. Journal of Broadcasting & Electronic Media, 38(3), 289-306. Journal of Advances in Consumer Research, 19, 101 -107. Findings of this study show the moderate relationship between independent variables and dependent variable. It shows that consumer purchase those brands from which they are emotionally attached.
Effect of Ambiguity & Complexity on Consumer Response to Music Video Commercials. “Ask Not What the Brand Can Evoke; Ask What Can Evoke the Brand. Advertising Styles’ Impact on Attention in Pakistan.