Identifying and analyzing customer brand relationships: classifying typologies of brand relationships measuring brand personalities

Vohra, Shraddha

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 ...

Effectivness of an advertising compaign for the 'Dairy Fresh Brand' of ice cream and the phenomenon of cross shopping between multiple brands of icecream marketed by Vadilal Enterprises Limited

Shukla, Amit; Iyer, Mahesh (Indian Institute of Management (Ahmedabad), 1989)

Perception of foreignness of brands: An investigation of consumers classification schema and its impact on brand evaluations

Dadhich, Harsh (2016)

Country-of-origin (COO) affects consumers’ perceptions towards brands and products. However, research also suggests that consumers rarely recognize brand origins accurately (Balabanis & Diamantopoulos, 2008; Samiee, Shimp ...