The research investigates the advertising effectiveness on brand judgment and consumer preferences in Pakistan … outcomes may be carried over to associated ads and brand judgments. This paper has also aligned social identity theory with the … integrated tradition of understanding gender. The results show that advertising has positive impact on brand judgment …

Household basket data contain important information about the structure of brand preferences both within and across … to brand preferences. The approach provides insights into the competitive structure of brands within each product … national brand name preferences for four paper goods categories. We discuss implications for joint promotion, product bundling …