Effects of Advertising on Costumer's Repurchase Intentions
Iram Ahmad

Faculty of Management Sciences (International Islamic University Islamabad)

irum.ahmed74@gmail.com

Advertising always has a very rational and influencing impact on customers thinking powers. This research is done to examine effects of advertising on customers repurchase intentions that also indicate their decision making process while persuasion moderates the relation between advertising and customers repurchase intentions strongly, on the other hand customer’s loyalty mediates this relationship. In results persuasive advertisements have strong and dominant impact on consumers mind mapping it could make them loyal to stick single brand because first time purchase of any product is uncommon and people use to buy similar product repeatedly. They feel hesitation while trying new brands. On the other hand persuasion also effects customers loyalty negatively. They may change their loyalty after being influenced by persuasive advertising.
Primary data is collected through questionnaires taking 250 customers of different telecom companies as samples. To measure the relationship of advertising and customers repurchase intentions, statistical techniques regression and correlation was used. This research investigated that advertising has a very strong and positive influence on customers repurchase intentions. Customer loyalty is also analyzed having positive and negative (two-way) relationship with persuasion .
Key words: Advertising, Customer's repurchase intentions, Persuasion, Customers loyalty