The Consumer Perception Of Homosexual Advertising Models On Brand Perception And Purchase Intention

Author
Mushawa,Sharon
Title
The Consumer Perception Of Homosexual Advertising Models On Brand Perception And Purchase Intention
Abstract
ABSTRACT

ThestudyservestoexploretheimpactofhomosexualadvertisingmodelsonbrandperceptionandpurchaseintentioninrespecttoruralconsumersinMtDarwin.Theresearcherusedcausalresearchdesignsoastoascertaintherelationshipbetweenhomosexualadvertisingmodels,brandperceptionandpurchaseintention.Theresearcherusedaquestionnaireincollectingdata,tomeasuretheattitudeofpeopletowardshomosexualitytheresearcherusedtheGenderDifferencesbyK.Gozali's2002,PurchaseIntentionScale,developedbyRuthN.BoltonandYoramWindforpurchaseintentionTomeasuretheattitudetowardstheadvertisertheresearcherusedtheAttitudetowardtheAdvertiser(AAd)scaledevelopedbyMackenzieandLutzin1989.Thestudyinvolvedasamplesizeof250ruralrespondents,thedatawasanalysedusingsimplelinearbivariateregressionastheinferentialstatisticalmethodontheStatisticalPackageforSocialScience(SPSS)20andAmos.Resultsobtainedthedatawaspresentedintheformoftablesandfigures.Hypothesistestingrevealedthatthereisanegativerelationshipbetweenconsumersandbrandsthatarerepresentedbyhomosexualadvertisingmodels.Thefindingsobtainedfromthedataanalysiswerethenlinkedtotheobjectivesofthestudy.Theseobjectivesincludedexaminingtherelationshipbetweenbrandperceptionofhomosexualadvertisingmodelsandpurchaseintention,theassociationbetweenattitudestowardsadvertisingmodelsandpurchaseintention,andfinally,thecorrelationbetweenbrandimageofhomosexualadvertisingmodelsandpurchaseintention.
Date
JUNE 2024
Publisher
BUSE
Keywords
- homosexual advertising models
- brand perception
- purchase intention
Supervisor
N/A
Item sets
Department of Marketing
Media
The Consumer Perception Of Homosexual Advertising Models On Brand Perception And Purchase Intention

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