Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Oct12-Article2-Brand Personality: Antecedents And Consequences
- Price : 80.00
- Published on March 23, 2013
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
The understanding of branding, advertising, processing and buying decision making is necessary for the definition of consumer oriented branding strategy. Thus, the main purpose of this paper is to study the impact of persuasive advertising on the perception of brand personality. In the present study, the researchers have tried to determine the level of alteration features of brand personality as well as the attitudes toward brands and purchase intention in the case of either two types of processing that relates to central and peripheral persuasive advertising, and have tried to emphasize the moderating role of product involvement. The results validate the hypothesis that persuasive advertising has a significant impact on the personality traits formation of the brand. However, it shows a variation of influence depending on the treatment of persuasive advertising and product type.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.