The ever-increasing prominence of social media platforms demonstrates the level of engagement of Indian luxury consumers. This study aims to determine the influence of social media marketing activities, brand equity, trust, and status consumption on luxury brand purchase intentions in the Indian...

The ever-increasing prominence of social media platforms demonstrates the level of engagement of Indian luxury consumers. This study aims to determine the influence of social media marketing activities, brand equity, trust, and status consumption on luxury brand purchase intentions in the Indian...

This study aims to identify the effect of humorous advertising on brand recognition by consumers. For this purpose, four brands were selected, namely, Fevicol, Cadbury Chocolate, Karrbon Mobiles and Coca-Cola. For each brand, two television commercials were chosen, ensuring that one is humorous...