BRANDED ENTERTAINMENT: THE IMPACT OF RELIGIOSITY ON ATTITUDE TOWARDS PRODUCT PLACEMENT
Amber Raza, PhD
College of Business Management-Institute of Business Management
Advisor: Tariq Jalees, PhD
This thesis aims to develop a theoretical model to understand Pakistan consumers’ attitude, religiosity and antecedents of product placement. The model is based on the Theories of Reasoned Action (TRA), Planned Behavior (TPB) and Elaboration Likelihood Model (ELM). The model consists of three product placement antecedents; attitude and its three components and religiosity- intrinsic and extrinsic and three additional variables; brand loyalty, brand recall and purchase intention. The enumerators collecting the data from the leading malls of Pakistan, which are Karachi, Lahore, Rawalpindi/Islamabad and Faisalabad. The technique adopted was mall intercept (Convenient sampling). The final sample size was 1500. Adopted constructs despite having acceptable reliability and validity but still they were ascertained on the present set of data. After preliminary analysis, CFA of each construct and hypothesized models were carried out. Three models were compared on the Akaike’s Information Criterion (AIC). The best model fit with χ 2 (df =154) = 1148.768, p < .05; RMSEA = .056, CFI = .905 was selected and accordingly was relevant in understanding Pakistan’s consumer attitude, religiosity toward product placement. The most significant sub-factor of attitude; cognitive component consisting of 5 items was consistent with earlier researches, whereas, Conative component of the attitude was due to high collinearity had to be removed to fit the model and was not part of the final conceptual framework therefore it was not considered for regression analysis.. Contribution to theory, implications for managers and policy makers, limitation and suggestions for future research were derived from the results and explained further in the thesis.