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Dr. Syed Ali Abbas Publishes Article in HEC-Recognized Journal

Dr. Syed Ali Abbas, Assistant Professor and Head of Marketing Cluster at BNU's School of Management Sciences, has published an article in a journal recognized by the Higher Education Commission (HEC), indexed in Scopus, and listed by the Australian Business Deans Council (ABDC).

His latest publication, titled "CSR Ad Impact on Purchase Intention," is featured in the esteemed International Journal of Internet Marketing and Advertising.

The study investigates the impact of CSR-oriented ad on customer purchase intention from the perspective of an economy brand. Convenience sampling was employed aiming at respondents having brand awareness and involvement in the purchase of similar product category of competing brands. The hypothesis was confirmed by applying regression analysis and satisfying all required assumptions. Findings revealed the moderate positive effect of CSR-oriented ad on customer purchase intention, though it is considered a significant contribution as convincing the high-income group to purchase a low-end brand even with little margin is a motivating factor. Further, in general, the majority of respondents expressed their opinion for more CSR activities. As for limitations, the chosen brand might be considered low or economical among the sample chosen in this study, but it might have a better perception in other countries.

The publication can be accessed at: https://www.inderscience.com/info/inarticle.php?artid=136815

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