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Now showing items 21-30 of 38
Influence of media context on humorous advertising effectiveness
(Emerald Group Publishing Ltd., 2017)
Purpose: The purpose of this paper is to study the impact of three dimensions of media context – program type, break type, and pod position – on two types of humorous advertisements: incongruity resolution (IR) and arousal ...
Developing an emic scale to measure ad-evoked nostalgia in a collectivist emerging market, India
(Journal of Business Research, 2019-06)
Although there has been recent interest in the measurement of advertising-evoked nostalgia, the dimensionality and generalizability of the related scales are restricted to the national/cultural boundaries of Western nations. ...
Socially conscious advertising: examining its effectiveness in the Indian context
(Indian Institute of Management Ahmedabad, 2019)
This study aims to explore which aspects of a socially conscious advertisement lead to a successful cause-based connect with the customer, or alternately ends up stirring anger or protest, in the Indian context. The factors ...
Fish TV
(Indian Institute of Management Ahmedabad, 2017-03-31)
"Fish TV, one of the largest Direct-to-Home (DTH) television operator in India found itself in trouble. Customers had accused the company of misleading them by way of false advertising and were now asking for restitution. ...
Dynamic Sensitivity of Sales to Advertising: A Case of Peanut Butter Industry
(2010-08-18)
Brand and generic advertising is increasingly being used to promote food products. An important question is whether such generic and band advertising leads to increase in aggregate demand or simply brand substitution. Using ...
Execution styles in Television advertising
(1988-09-23)
Celebrity endorsements in emerging markets: Align endorsers with brands or with consumers?
(Springer, 2019)
This paper investigates country-of-origin (CO) effects as they relate to celebrity
endorsements. Across multiple studies in emerging markets, the authors show
that consumers’ evaluations depend on the match between (1) ...