The study measures attitude of consumers towards Web sites and Internet advertising to comprehend aspects of brand building advertising. The research work is based on a study previously carried out in United States by Ronald E. Goldsmith... more
The study measures attitude of consumers towards Web sites and Internet advertising to comprehend aspects of brand building advertising. The research work is based on a study previously carried out in United States by Ronald E. Goldsmith and Barbara A. Lafferty.
The study was conducted among students of Commonwealth Executive Master of Business Administration/Master of Public Administration (CEMBA/CEMPA) at Allama Iqbal Open University, Islamabad and its regional centers in Rawalpindi and Lahore (Pakistan); sample size 170.
Responses of students tell that advertisements influence more when broadcast on TV than Internet. Among different mediums, they spend most of their time on Internet and TV; use Internet for research purposes. Most of them do not prefer Online shopping to visiting the market and have communicated with other users of a product/service on cyber space. Design of a company’s web site has a relationship with Online purchase - student’s view of the brand improved after visiting websites of the brands and most care to read banners advertising a brand. Advertisements of brands influence people to a level that cannot be ignored. Response of consumers towards Web sites influences their subsequent brand attitudes and their attitude towards Internet advertising itself.
