Browsing by Author "Bidhave, Basavraj Vishnu"
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Use of transactional analysis to choose between a celebrity, a cartoon and a non-celebrity endorser of a brand in optimal delivery of the brand message to the end-consumer in FMCG markets the brand message to the end-consumer in FMCG markets
Heda, Abhishek; Bidhave, Basavraj Vishnu (Indian Institute of Management Ahmedabad, 2020)Transactional Analysis Theory, a psychoanalytic theory, is popular for its analysis of ego states, in both the sender and the recipient of a message. Humans, according to this theory, have been known to exhibit three ego ...