Impact of comparative communication in advertisments on Brand Image (Record no. 11716)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 00983npc a2200157Ia 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 140613s2013 xx 000 0 und d |
| 060 ## - NATIONAL LIBRARY OF MEDICINE CALL NUMBER | |
| Classification number | 658.827 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | MEHTA, NIKHIL K |
| 245 ## - TITLE STATEMENT | |
| Title | Impact of comparative communication in advertisments on Brand Image |
| Remainder of title | An exploratory Indian Perspective |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Date of publication, distribution, etc. | 2013 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 6-30 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | 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. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | BRAND MANAGEMENT |
| 773 ## - HOST ITEM ENTRY | |
| Other item identifier | P14780 |
| Note | M |
| Host Itemnumber | 33680 |
| Host Biblionumber | 11236 |
| Title | IUP: JOURNAL OF BRAND MANAGEMENT |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Articles |
No items available.