Impact of comparative communication in advertisments on Brand Image An exploratory Indian Perspective

By:

MEHTA, NIKHIL K

Material type:

Mixed materialsPublication details: 2013Description: 6-30Subject(s):

BRAND MANAGEMENT

NLM classification:

658.827

In: IUP: JOURNAL OF BRAND MANAGEMENTMSummary: In this research, tha nature of communication of 10 Indian advertisements is studied and associated with their perceived brand image on an exploratory basis. The sample of this study compries 57 Indian respondents who are aware of all 10 selectedadvetisments and their contents. Logistic regression is used to understand the probability of perceived brand image. The study suggests that brand image is perceived to be ternished for brands that exploted adverse/hostile communication naming the rival brands.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		9/4	Available		P14780

In this research, tha nature of communication of 10 Indian advertisements is studied and associated with their perceived brand image on an exploratory basis. The sample of this study compries 57 Indian respondents who are aware of all 10 selectedadvetisments and their contents. Logistic regression is used to understand the probability of perceived brand image. The study suggests that brand image is perceived to be ternished for brands that exploted adverse/hostile communication naming the rival brands.

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