Irfan Khan, Ghulam Murtaza
Abstract: Publicity is a practice to convince the consumers for taking the decisions regarding purchase of specific goods and services. The objective of this paper is to examine the relationship between, emotional publicity and brand image with buying behavior of the consumers as how buying behavior of customers is changed by emotional publicity. Questionnaire survey has been used to collect the data by using non probability convenient sampling method to investigate the relationship between the included variables. Results explain that brand image and emotional publicity are very much significant and have a positive relationship with the buying behavior of the consumers. It shows that the people of Jauharabad are becoming aware and conscious as well about the living and social status and they used to purchase the branded products by considering the better quality even at the higher prices. For empirical analysis multiple regression analysis has been carried out.
Keywords: Emotional Publicity, Brand Image, Consumer Buying Behavior, Living Standard, Jauharabad, Pakistan