BRANDED ENTERTAINMENT: THE IMPACT OF RELIGIOSITY ON ATTITUDE TOWARDS PRODUCT PLACEMENT
Amber Raza, PhD
College of Business Management-Institute of Business Management
Advisor: Tariq Jalees, PhD
This thesis aims to develop a theoretical model to understand Pakistan consumers’ attitude, religiosity and antecedents of product placement. The model is based on the Theories of Reasoned Action (TRA), Planned Behavior (TPB) and Elaboration Likelihood Model (ELM).