Impact of emotions in TVCs over recall


Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award

Spring 2020

Project Type

MBA Executive Research Project

Access Type

Restricted Access


Branding (Marketing), Brands identity, Brand awareness

Executive Summary

This study concludes upon the aspect of emotional branding. This study has been conducted at Karachi where a sample size of only 100 participants was collected due to time & financial constraints. Program: EMBA Photocopying is prohibited. To be used within library premises. Methodology: Sampling was conducted at IBA, Szabist & Hampton school as a "convenience sample". A small 5 minute documentary was shown to the group with a commercial break.

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