Browsing by Author "M R, Vineeth"
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Impact of unconventionality (quirkiness) in ads on Brand perception & Customer purchasing behavior and its effectiveness
M R, Vineeth; Brahmateja, Pothukanoori (Indian Institute of Management Ahmedabad, 2023-08-23)In the present generation people are fed up with regular traditional ads, and that led to a transformative increment in the amount of quirkiness in the ads which are influencing brand perception and customer purchasing ...