Failure of Brand Intoxication with the Mediating Effect of Ad Skepticism

Abstract

Brands still have not intoxicated the all segments of customers, yet there are people who have motivations to escape from brand. This study explores the mediating role of ad skepticism between self-image congruency, product knowledge and brand escapism motivation. The other purpose is to see the direct relation of product knowledge and self-image congruency on brand escapism motivation. A Study of 267mobile phone users is conducted, who use iconic and less iconic mobile phone brands. Proposed relationships were empirically tested through SPSS and SPSS Macro for Multiple Mediation. People in Pakistan consider mobile phone brands as their social status, due to this their beliefs and disbeliefs about advertising and motivation in brand escapism are helpful to understand. Pakistan is a developing country, consumers are not so much brand conscious and do not pay attention to advertising issues like developed countries. Because of this mediating effect of ad skepticism is not supported. The results support the effects of self-image congruence and product knowledge on the brand escapism motivation but not on the ad skepticism.