Now showing items 1-6 of 6
An experimental investigation of advertising effectiveness in roadblock advertising
(Indian Institute of Management Ahmedabad, 2018)
Recent years have seen growing use of ‗Roadblock Advertising‘ by media planners to enhance advertising effectiveness. Many companies (Hutch, Aircel, ITC, Viacom 18, Nestle, Nokia, Volkswagon, Real fire extinguisher, Vodafone, ...
Impact of Quantity Scarcity and Time Scarcity Appeals on Consumers’ Response: Role of Need for Uniqueness and Deal Proneness
The promotion of products and brands has become increasingly important for marketing managers over the years. One of the commonly used ways to promote a product or brand is through scarcity appeal. Scarcity appeal is defined ...
Consumer evaluation of brand extensions: the process, and moderating role of involvement
Brand extension is the strategy of using a well-established brand name to enter a different product category. Consumers1 evaluation of a brand extension is primarily suggested to be a function of brand affect (attitude ...
Perception of foreignness of brands: An investigation of consumers classification schema and its impact on brand evaluations
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 ...
Toward a better understanding of negation and brand recall memory
(Indian Institute of Management Ahmedabad, 2019)
Consumers rely heavily on their memories during decision-making. Consequently, the ability of consumers to recall brand-related information plays a vital role in their purchasing decisions. In this context, our research ...
Impact of order of presentation and prominent presentation of brand and attribute on consumers’ willingness to pay
(Indian Institute of Management Ahmedabad, 2020)
How does differential presentation of the components of a product – brand and attribute(s) – impact consumers’ willingness to pay (WTP) for the product? In this thesis, we attempt to answer this question through two essays. ...