Journal of Management Research
Volume 15, Number 3 (July–September 2015)
ISSN: 0972-5814 Online ISSN: 0974-455X
Attitude towards the Brand: Does Advertising Exposure Matter?
Meenakshi Handa and Ajeet Sharma
| Abstract |
This study addresses concerns regarding the usefulness of high-decibel television advertising that constitutes an important part of the Integrated Marketing Communication programmes of multinational and domestic firms operating in India. It empirically investigates the relationship between advertising exposure and consumer attitude towards the brand for several highly advertised product categories. The paper presents several insights into consumer responses to rational and emotional advertising stimuli. Marketing implications emanating from the findings of the study are discussed.
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