THE INFLUENCE OF DISCOUNT FRAMING TOWARDS BRAND REPUTATION AND BRAND IMAGE ON PURCHASE INTENTION AND ACTUAL BEHAVIOR IN E-COMMERCE
| dc.contributor.author | SANIYAH IMRAN | |
| dc.date.accessioned | 2025-05-05T07:59:49Z | |
| dc.date.available | 2025-05-05T07:59:49Z | |
| dc.date.issued | 2023-06-13 | |
| dc.description.abstract | The purpose of this study is to analyze how Discount Framing affects Brand Reputation, Brand Image, Purchase Intention, and Actual Behavior in e-commerce. Discount framing is a marketing tactic that highlights a product's price cut, which can affect how people view a brand. There are numerous implementations of discount framing in the context of e-commerce that have an impact on both brand reputation and brand image. It has been observed that both of these two constructs influence consumer Purchasing Intention and Actual Behavior. There are, however, few research that look at the connection between consumers' Actual Behavior and how Discounts are framed in their buy intentions. This study's goal is to investigate how Discount Framing affects consumers' Purchase Intentions and Actual Behavior, which may be influenced by Brand Reputation and Brand Image. With 250 reliable sample data from respondents in the region Pakistan who had ever made purchases on different E-commerce sites. The study's findings indicate that brand reputation and brand image play a role in how discount framing affects both Purchase Intention and Actual Behavior. | |
| dc.identifier.uri | https://repository.kinnaird.edu.pk/handle/123456789/228 | |
| dc.language.iso | en_US | |
| dc.publisher | DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE, | |
| dc.title | THE INFLUENCE OF DISCOUNT FRAMING TOWARDS BRAND REPUTATION AND BRAND IMAGE ON PURCHASE INTENTION AND ACTUAL BEHAVIOR IN E-COMMERCE | |
| dc.type | Thesis |