Role of Morning Shows in Promoting Brand Consciousness among Women in Pakistan

Abstract

This study was planned to measure the impact of morning shows on brand consciousness among women by assessing the relationship between brand consciousness and exposure to morning shows. The empirical evidences collected from the survey of 300 women indicate that morning shows are creating brand consciousness among women by creating high expectations from a brand, cultivating ideal perceptions about a brand user, influencing their purchasing decisions, providing them brand awareness and creating desire to buy a brand. Results also indicate that the women who watch morning shows more are influenced by these shows more. They have more inclination towards brands in terms of liking and purchasing. Results also reveal that morning shows are a great source of brand endorsement among women as compare to advertising, dramas and movies. These shows promote the luxury brands to a large extent and thus are contributing in promoting the values of extravagance and prodigality.