The role of government campaign commercials in shaping government brand equity Online publication date: Tue, 23-Jul-2019
by Shubhanshu Naik; Mallika Srivastava; Poornima Tapas
International Journal of Public Sector Performance Management (IJPSPM), Vol. 5, No. 3/4, 2019
Abstract: The government, for the upliftment of the standard of living of citizens, simultaneously runs various campaigns. These campaigns exhibit the conducts of the government and also act as 'goodwill' ambassador! Government extensively advertises such campaigns to disseminate information and create awareness. The present study is an attempt to explore the impact of government campaign commercials on government's brand equity in India. This study not only reveals the perception of the public to the government but also establishes the relevance of campaign advertisements by government. The foundation of the present study is based on extensive review of existing literature by authors. Findings of this study can further be used by professional agencies involved in designing effective campaign commercials for the government. The study provides a new dimension to understand the relevance of 'campaign commercials' for forming brand image of the Government in India. In this space, it is one of the initial attempts.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Public Sector Performance Management (IJPSPM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook