1. Media’s influences include anti-smoking advertising on television, radio,

1.       (Wakefield M, 2002) The major aim of the study is to determine
the characteristics of anti-smoking ads that are effective in influencing teenage
smoking. Media’s influences include anti-smoking advertising on television,
radio, billboards and print media. This study was roundly criticized for having
poor methods and ignoring many of the other elements of advertising. This
included ads that discussed the negative impact of smoking on family members.
Advertising vary not only in relation to their main message, but also in the
many executional elements of the ad–the visual stimuli, the actors, the kind of
affect it arouses in the viewer, the lighting, voice over, music, imagery,
tone, and innumerable other factors.

This study
investigated how TV advertising will impact on the buying behaviour of the
young generation. Survey method was used in collection of data and it was
focused on young audience. It was understood that they like TV ads and often
wished to buy the products which are seen on TV ads. They also felt good when
they watched ads of the product that they already had and it was also noticed TV
ads helped them to find the best product. Frequency of their purchase was
influenced by TV ads. It was also found that youngsters had positive attitude
towards TV commercials. This study suggested TV ads had enhanced youngster’s
involvement in product selection and purchase.

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!

order now

3.      (Dromgoole, 2006) The
Study focus on three main research point such as how television advertisements
have significant impact on youth including product choices and overall
perceptions of gender roles. The author also studies the tendency for
preadolescent and adolescent females to compare their bodies to women
represented in the media increases with age and the increased exposure to
television, magazines and movies has put youth at a higher risk of adopting
unhealthy lifestyle habits. Youth often get carried away in the product choice
when they see a celebrity endorsing a particular product. This also led to
unhealthy lifestyle which is one of the most serious things to be taken care

 (Gabriel, 2006) In this article the author focuses
on the effects of television advertising on youth. There are more number of
views for the television because it serves the combination of colour, sound and
action. It is considered the most persuasive medium of communication. Now the
youth being educated, they are well aware of the false allegations done by the
advertisers. The influence of advertising depends on the various factors like
for how long do the watch, the age, personality, the exposure and their
conversations about these television advertisements with their parents.
Advertises benefits both the advertisers as well as the consumers. It gives
information about the existing as well as new products in the market to the
consumers. It helps the advertisers target the right audience through

5.      (Sandhir,
This study finds that nowadays consumer is not
easily swayed by a celebrity in an ad but he needs full fledge
information about the product also, followed by brand name, overall
appeal, and music/ jingle. Advertisements being endorsed by celebrities
are found to be less attractive and that the use of celebrities may
not change the buying behaviour of consumers significantly.

6.      (SIDEK, 2008) This research
conducted in Malaysia focuses on the factors that influence consumers’ brand
loyalty towards a particular brand. Seven variables were taken into
consideration for data analysis i.e. Brand name, Product quality, Price, Style,
Promotion, Service quality and Store environment. The research results showed
that consumers favoured brand image when they perceive positive benefits or
function from the product. Product quality was shown to have positive
relationship with brand loyalty. Price was an important consideration for the
average consumer. However, consumers with high brand loyalty were less-price
sensitive. The result suggested that as long as the respondents were satisfied
with a particular brand, they would repurchase the product with the same brand
name even if it was highly priced. From the seven variables identified, style
was not considered an important factor for Malaysians to be loyal to particular
sportswear brand. Promotion was considered as one of the most important factors
in determining a consumers’ brand loyalty. From the study conducted, it was
seen that female respondents actually spent more time reading product labels
before buying products. Service quality was an important


factor in influencing and encouraging
consumers to patronise a store. The results indicated that the
salesperson-consumer relationship will generally result in long-term
orientation of consumers toward a store. At the same time, trust in the
salesperson appeared to relate to the overall perception of the store’s service
quality which resulted in the consumer’s total satisfaction with the store.
Store environment was positively related to brand loyalty. The Store
environment is considered one of the factors that can influence consumer brand
loyalty. From this study, it is observed that consumers paid much attention to
store attributes such as merchandise display, variety of selection, parking
space, easily accessible by car and the reputation of the store in purchasing

7.      (Fernandez,
2009) The study focuses on the
impact of branding on the Gen Y choice of clothing. The
findings suggest that Gen Y are brand conscious as the right choice of clothing
helps them create an image and identity for themselves. Advertising is an important
variable in conferring brand values and establishing an image for the brand.
The researcher recommends that to retain Gen Y’s loyalty, brand managers need
to build an emotional attachment to make the brand special and bring lasting
competitive advantage. Advertising should also be used to not only create
awareness but influence brand image and preference.

8.      (Hyllegard, 2009) The purpose
of this paper is to examine Gen Y consumers responses to American Apparel’s use
of two advertising message strategies- fair labour and sex appeal, using the
theory of reasoned action to predict intent to patronize American Apparel and
comparing the utility of the classic reasoned action model with an extended
model that included variables external to the theory. Participants attitudes toward
American Apparel were more positive when they were exposed to the fair labour
message only, than when they were exposed to the fair labour message in
conjunction with one of the three sex appeal messages. 

9.      (Prabhudesai, 2009) Despite the different
persuasive techniques used by marketers in television advertising teenagers are now more
knowledgeable. They are truly the internet generation, and get their news
and information primarily from television. The television medium is the
most attractive and important place to advertise anymore. To cope with the stiff competition in today’s marketing world, it is
necessary to explore new ways to market the products, ideas to customers
through online media and wireless devices, without knowing that they are being
exposed to sophisticated marketing campaigns. Marketing strategies directed at
specific individuals.

10.  (Mohammed ALAMGIR, 2010) This
study was conducted by taking a sample of hundred respondents of different age
groups, income and occupation about branded cars. The objective of the study
was to gain knowledge about consumer decision making process, especially with
high involvement products, to know about different issues related to brand and
brand selection process and to identify the impact of brand name on purchase
decision. The study shows that branded cars are very famous among the people
because consumers trust the brand name which indicates that people often
purchase well-known brand cars since they are aware of the brand performance.
This makes customer’s become loyal with the specific brand. Furthermore, people
are much attached to the branded products, as majority of the people purchase
the branded products with the belief that brands show their status and life
style in the society. It also presented that automobile brands companies become
successful by getting close to the customers and designing their cars according
to the customer’s needs.

11.  (Royo-Vela, 2011) This
article shows that
belonging to a virtual community may enhance consumer satisfaction, affective
commitment and word?of?mouth
advertising towards the brand around which the community is developed. In
addition, the paper introduces a third dimension to the construct of belonging,
called non?participative
belonging. Active participative belonging influences the level of satisfaction
and affective commitment more positively than passive and non?participative

12.  (Sood, 2012) The main objective of this study is to compare the trust level of traditional
advertising and online advertising, to find the effectiveness of internet
advertising and to find the reliability of internet advertising. Practically it
has been proved through the research that online advertising is
neither effective nor reliable as compared to the traditional medium which
is Television commercials and print media i.e. newspapers and magazines.
Also, consumers trust the traditional medium more than that of online and
there is a vast difference in their trust levels. Of course, it could
be because of the Indian culture which is different from the
western countries that are more into e commerce and prefer to buy things
online and they trust the internet more as compared to the other forms.
Therefore, Internet advertising is more successful in those countries
apart from India, as we prefer to tangibles the things that we buy.

13.  (Goldsmith,
2012) Advertising
is to create understanding, liking, and selection of product or services.
The most influencing theory in marketing and advertising research is
attitude-towards-the-ad. However, the attitude that is formed towards the
ad help in influencing consumer’s attitudes and perception toward the
brand until their purchase intent.

14.  (Clemente, 2012) In
this article the author has tried to analyse the impact on youth because of the
exposure to violence and sex in media and the major focus is on internet. With
the accessibility of the children to the different media like video and
computer games, Internet websites, television has increased the opportunities
for children and youth to be exposed to violence. It is difficult to stop the
children from using the media where there are chances of them getting exposed
to violence while accessing the varied media. The author says that internet is
responsible for the exposure of deviant content like violence and sex. Parents
need to be keen on what their children are getting exposed to or deliberately
viewing content which is not intended for them.

15.  (Lamba, 2012) The
research article objective was to study the impact of branding, age and gender
as the factors affecting branded apparel purchase. Normally the studies show
that only young customers prefer branded products but in today’s scenario, but
this paper finds that there is no any difference between the age and gender
regarding influence of purchase decision of branded products. Men and women
both are recommend the branded products for various reasons specially in these
categories like cosmetics, apparels, consumable goods, etc. It further finds
that the age factor is also not influence the purchase of branded products. But
the frequency of young customers related to purchase of branded products is
more compare to another aged group. The brand name is the most important factor
towards consumer buying decision therefore the author suggested companies have
to more focus on their brand name.

16.  (Bisht, 2013) This study revealed that there is a positive relationship between TV
advertisement and purchase decision of youth, since they are more informational
conscious so they give emotional response to the advertisement rather than
environmental response. There is a positive relation between TV Advertising and
youth purchase and that there is positive relationship of emotional response
with consumer buying and TV Advertisements. Therefore, it is concluded that
consumers purchase products by emotional response, rather that environmental
response. TV advertising impact on buying behaviour of teenagers related to
different residential backgrounds.

17.  (Pirzada, 2014) Electronic media, social media and purchasing pattern have a positive
relationship. Lifestyle and purchasing pattern of Pakistani customer is
influenced to the large extent by TV advertisement, electronic and social
media, this is due to their intense trust on media. The use of TV and social
media like facebook is increasing for the entertainment purpose so specially
youth are influenced by it. The impact of television advertisement and online
advertisement on consumers revealed that both media have a positive impact on
the mind of customers in making their preferences, perception, attitude and
modifying behaviour of customers.TV advertisement was found ahead of online
advertisement due to more physical approach of TV in comparison to E-services
for the product.

18.  (Pabalkar, 2014) In this article “The Effects of Advertising on Youth”
the author main objectives is to study how advertisements has impacted on the
youth today and also to identify the type of advertisements that are appealing
to them. According to his study even though advertising plays a big role in the
purchasing decision of any brand or product positively or negatively, youth
tend to disagree that the influence of commercials is negligible when they
decide to purchase a product.


19.  (Joshi, 2014) The main objective of the author in this article is to study the factor which influence the buying behaviour for branded
apparels and to identify the impact of different advertisement tool on the buying
behaviour of youth and also to find out the pattern of expenditure of youth for
branded outfits. The major findings of this study is that a major number of the
youth prefer branded products rather than unbranded ones keeping factors like
quality and price in mind. Many people use branded apparels due to personal
satisfaction as Branded apparels raises the confidence level of a person from
confidence he derives Personal satisfaction and advertising of these brands are
mainly done by word of mouth which is one of the most effective way to promote
in this era.


20.  (Baba, 2014) This
thesis presents a case study of MTN (Telecom industry) users in Ghana where 50
vendors were taken as samples. The findings of the study says that

consumers are attracted to the packaging, labeling (name) of a brand
because it enhances its image and creates a visual appeal for it. They are
influenced by the quality of a product or service before making a brand
selection. The reputation of the brand was also very vital in deciding a
specific decision. Mostly the people felt that it was important to be
associated with a famous brand. Lastly family, friends and reference groups do
play a major role in also affecting the purchased decision making of consumers.
The paper suggested that marketers should also strive to improve the services
rendered so as to maintain the existing ones and even draw more consumers.


21.  (Petrauskaite, 2014) The
research focuses on two European countries to analyse consumer purchase
behaviour which is influenced by shoe brand image. The two countries are
Lithuania and Denmark since both of them are in similar geographical and
climate region, however, with expected different consumer attitude and buying habits.
The findings were classified into four categories i.e. Brand Awareness,
Perceived Quality, Brand Loyalty and Brand Association. Lithuanians tend to be
affected by traditional advertisements and Danish people by celebrity
advertising. The findings reveal that customers tend to judge footwear quality
according to country of origin and if the brand is well-known. The brand equity
can be strengthened by repeated purchases. One important factor which united
both Danes and Lithuanians is the social environment which influences the
possible repeated purchase action. The brand association and past experience is
closely related to create positive or negative brand image in consumers ‘memories.
The author suggested that understanding how brand image components (brand
awareness, perceived quality, brand loyalty, brand associations) connected
together marketers are able to create strategies affecting consumer’s purchase
behaviour more efficiently.

22.  (Aftab, 2015) This article “A Study of Ethical Issues in Advertising in India, Its impact on Youth :
The Need of A Regulatory Framework” focus on the frequency, purpose and
exposure in regards to the media habits of the respondents. The
author also specify on the attitude and perception of youth towards
commoditization of women, misleading, deceptive advertising, targeting kids in
ads, surrogate advertising, racial, cultural religious and materialism in
advertising and study on whether ads promote undesirable, unethical values in
youth in subliminal way and the influence of advertisements being targeted to


23.  (Durrani, 2015)This research study analysed the impact of brand image on teenagers
brand choice, source of information, factors affecting buying choice and level
of satisfaction. In the light of the analysis and interpretations the study
suggested that the companies targeting teenagers should focus more on teenager
advertisements because it was found that most of the teens were influenced by
advertisements which in turn influenced the brand image and loyalty.

24.  (Zhang, 2015)  This article is focused only on review of
literature on impact of branding.  The
author has suggested that in the last decade, emotional branding has become a very
influential manner of brand management. In the unprecedentedly competitive
marketplace, brand emotion is the bond between the brand and the customer, and
the key to expanding the market.

25.  (JAYASWAL, 2015) The purpose of this study is to determine, examine and investigate the
impact of determinants on purchase intention of youngsters for FMCG products.
The main objective of the study is to investigate the impact of cognitive
responses of youngsters for FMCG products, to investigate the impact of
Attitude towards television Advertisement with created animated spokes and to
investigate the impact of Attitude towards Brand of television advertisement.
While findings reported in the study might provide additional insights into the
phenomenon of created animated spokes, the generalized findings appear to be
limited to FMCG category which was again limited to only food and beverages
category and among that only top five product categories i.e Biscuits, Milk
Beverage, Soft Drink Aerated, Chocolates, Soft Drinks Non – Aerated were
considered. Although this study has some limitations, by understanding the
effects of created animated spokes – character endorsements, it provides an
initial step towards understanding consumer responses to created animated.

26.  (AHUJA, 2015)
The paper examines the effect of brands on
consumer behaviour in relation to fashion goods and accessories with a sample
size of 100 people. The findings show that people belonging to the age group of
11-25 are the most brand conscious group and prefer following their desired
brands on social networking sites. People belonging to 26-40 are also brand
conscious & the degree of loyalty towards  
brands is high among this group. The degree brand of consciousness goes
on decreasing in higher age groups. It also shows that work status greatly
influences the choice, preference and habit of a person. Students and the
working class are more


brand conscious as compared to other groups. Study indicates that only
32% is the loyal customers and 68% may change their brand or look out for
offers before making the purchasing the purchasing decision if all the
qualities are available with the new products. Approximately 80% people believe
that Brands in fashion industry have become a status symbol. The overall
research concludes that brands have an effect on the consumer mind in many ways
like quality, rates, income, age group’s etc. Even in the fashion industries
brand have a significant effect on consumer behaviour.

27.  (Riaz,
2015) The
basic purpose of this study points on the impact of brand image on consumer
buying behaviour in clothing sector. It is actually a comparative study between
two cities which are Lahore and Multan. The results of analysis show that there
is difference between the perceptions of both cities customers about branded
clothes. Result shows that males are more brand conscious rather than females.
Hence Consumer Perception has more influence on Consumer Buying Behaviour
instead of Brand Image and Consumer Awareness.

28.  (Samantaray, 2015) The
present study mainly confines to analyse the key dimensions of brand equity
influencing consumer buying behaviour like: brand image, brand awareness, brand
association, perceived quality and brand loyalty in the consumer durable
product market in major cities of Odisha. The outcome from this study adds to
comprehension of consumer behaviour and brand equity and its consequences for
consumer durable products. The brand awareness of buyers of durable goods is
absolutely and modestly connected with brand image, while the brand awareness
is also positive but weakly associated with perceived quality, brand
association and brand loyalty. The brand image of the shoppers on durable goods
is absolutely and firmly connected with the apparent quality, while, the brand
image is likewise emphatically and tolerably corresponded with brand
association. The apparent nature of the purchasers on sturdy products is
absolutely and decently related with both brand affiliation and brand
faithfulness. The brand awareness, brand image and brand loyalty have positive
effect on general brand value of solid items and the brand awareness, brand
image and perceived quality have positive effect on purchaser’s purchasing
behaviour of durable products.

29.  (Khare, 2016) The
main aim of the study is to examine the impact of electronic media on the youth
purchase decision making with respect to the gender wise opinion for electronic
media and to study perceived credibility of electronic media. The use of fairness
cream is made by males and females according to their need and different
occasions. The source of information for the fairness cream is received by the
customer by TV, Radio and Internet. The information from the electronic media
regarding the use of fairness cream influences the purchase of fairness cream
of different brands.

30.  (Weerasiri,
2016) Television
Advertisement is a factor that every marketer should concern as it may urge the
youth buying behaviour. Therefore marketers should pay their attention and
focus on this area in order to generate the sales and drive their business
toward the success. Television advertisement practices are needed to be
integrated and well-coordinated with the other marketing activities in which it
can deliver a distinctive message to the consumer and ultimately get them to
make a


purchase. Youth
segment think that using celebrity is a good way to remember the product name,
to create positive attitude but still do not rely on every ads.