Abstract
This study aims to revisit the influence of communication sources on consumer mindset and on resulting consumer behavior. More specifically, the study addresses the impact of social media and traditional media on brand image and awareness and their impact on brand attitude. The study further determines the impact of brand attitude on purchase intention. By using a 5-point Likert scale questionnaire, the data was collected from the consumers of Karachi, Pakistan and on 302 useful responses, the structural equation modeling (SEM) technique was employed to test the hypotheses. Results revealed that brand image only affects brand attitude and brand attitude
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