Cognitive associations between advertising and brand response among consumers in Mexico Online publication date: Fri, 12-Dec-2014
by Rajagopal
International Journal of Business Innovation and Research (IJBIR), Vol. 6, No. 6, 2012
Abstract: In a competitive marketplace firms invest in aggressive and persuasive advertising in order to induce effective consumer response to the brands. The brand advertising also helps in building loyalty in consumers who would otherwise buy the switch to alternative products in the market. Firms introduce advertising led branding strategies also to augment brand response among consumers and top of the mind brand image. However, there exists asymmetric cognitive relationship between the advertising and brand response due to varied perceptional attitudes of consumers. Thus, based on the extensive survey of literature and empirical data collected from 104 respondents in Mexico, this study explores the relationships between two central elements of brand response programmes - advertising and brand awareness and their impact on brand equity creation. This study tests various research propositions and drives future research on the subject.
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