Journal of Management Research

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Attitude towards the Brand: Does Advertising Exposure Matter?


Affiliations
1 University School of Management Studies, Guru Gobind Singh Indraprastha University, Sector-16C, Dwarka, Delhi 110078, India
2 Amity International Business School, I3 Block, Amity University, Sector 125, Noida, 201301, India
     

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This study addresses concerns regarding the usefulness of high-decibel television advertising that constitutes an important part of the Integrated Marketing Communication programmes of multinational and domestic firms operating in India. It empirically investigates the relationship between advertising exposure and consumer attitude towards the brand for several highly advertised product categories. The paper presents several insights into consumer responses to rational and emotional advertising stimuli. Marketing implications emanating from the findings of the study are discussed.

Keywords

Advertising, Consumer Attitude, Appeal, Judgement, Feeling, Belief, Brand, Television Commercial, Advertising Exposure, Purchase Intention.
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  • Attitude towards the Brand: Does Advertising Exposure Matter?

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Authors

Meenakshi Handa
University School of Management Studies, Guru Gobind Singh Indraprastha University, Sector-16C, Dwarka, Delhi 110078, India
Ajeet Sharma
Amity International Business School, I3 Block, Amity University, Sector 125, Noida, 201301, India

Abstract


This study addresses concerns regarding the usefulness of high-decibel television advertising that constitutes an important part of the Integrated Marketing Communication programmes of multinational and domestic firms operating in India. It empirically investigates the relationship between advertising exposure and consumer attitude towards the brand for several highly advertised product categories. The paper presents several insights into consumer responses to rational and emotional advertising stimuli. Marketing implications emanating from the findings of the study are discussed.

Keywords


Advertising, Consumer Attitude, Appeal, Judgement, Feeling, Belief, Brand, Television Commercial, Advertising Exposure, Purchase Intention.

References