european journal of social sciences issn: 1450-2267 - EuroJournals

European Journal of Social Sciences – Volume 5, Number 3 (2007)
Sample
A total of 300 university students from Foundation University Islamabad and Federal Urdu University
Islamabad participated in the study. Student samples have been used by most of the comparative
advertising research (Barry 1993). The data was collected from one private university (Foundation
University Islamabad) and one government university (Federal Urdu University Islamabad).
Description of Instrument
To measure the attitude toward ad, scales were taken from Osgood, Suci, and Tannenbaum, (1957), six
items were taken to measure both effective and evaluative content, the items were selected on a review
of existing research (Kamins & Gupta, 1994; Kahle & Homer, 1986; Mitchell & Olson,1981; Choi &
Miracle, 2004; Tripp, Jensen & Carlson, 1994). To measure attitude toward brand scales were taken
from Osgood, Suci and Tennenbum (1957), six items were used one the bases of the existing research
(Kamins & Gupta, 1994; Kahle & Homer, 1986; Mitchell & Olson,1981; Choi & Miracle, 2004; Tripp,
Jensen & Carlson, 1994;Till & Busler,1998). To measure purchase intentions, three questions using
sementatic scales were uesd these questions have been asked throughout past research (Mitchell &
Olson, 1981; Kamins & Gupta, 1994; Ohanian, 1991; Kahle & Homer, 1985, Tripp, Jenson & Carlson,
1994). The Cronbatchs Alpha of the scale is 0.911. The Cronbatchs Alphas of three dependent
variables are given in table no 1.
Table 1
Measure No of items Alpha Source
Attitude toward ad 6 .83 Osgood, Suci and Tannenbaum, 1957
Attitude toward brand 6 .87 Osgood, Suci and Tannenbaum, 1957
Purchase intentions 3 .88 Kahle and Homer, 1985
Data Analysis
Data was analyzed by SPSS. The first test run was the Levens test for normality of data at 0.05% level
of significance. The p values of attitude toward ad, attitude toward brand and purchase intentions are
0.187, 0.396 and 0.247 respectively. It is concluded that the data is normally distributed. The
backward linear regression test is applied to find out the relationship between these variables.
Independent sample t test is used to measure the difference in the consumer perception for high
involvement products/services and low involvement products/services
Results
The sample consists of 61% male while 39% female respondents, 36% were of age between 18 to 21,
48% were of age between 22 to 26 while 16% were of age between 27 to 30. 57% of respondents had
bachelor’s degree while 43% had professional degree. The frequency distribution, of single celebrity
Pentane Pro V shampoo ad was 27% the single celebrity Warid mobile phone connection service
providers ad was 24% the multiple celebrities Lux soap ad was 27% and multiple celebrity Ufone
mobile phone connection service providers.
The results of backward liner regression showed that there is a significant relationship between
purchase intention as dependent variable and attitude toward ad and attitude toward brand as
independent variables. The r 2 of the regression model is (0.49) the f statistic of regression model is
(142.412) and the p value of this model is (0.000). It has been observed from the model that attitude
toward brand has much stronger relationship with purchase intention as compare to the attitude toward
advertisement. The results of regression are displayed in table no 2.
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