. The purchase and brand loyalty FMCG products with their advertising endorser in television.Methodology/Technique – This …Objective – The purpose of this study to determine Endorsers of FMCG effect on Buying Decision and Brand Loyalty in … like the product so that brand loyalty will be achieved. If a customer has made a purchase decision, and loyal to a brand …

The paper formalizes the intuition that brands are consumed for image reasons and that advertising creates a brand …'s image. The key idea is that advertising informs the public of brand names and creates the possibility of conspicuous … consumption by rendering brands a signalling device. In a price competition framework, we show that advertising increases …

. Although the experiences of the consumers with the brand cultivate such personality, advertising plays a dominant role in … decision making with perceived brand differences. The paper discusses the influence of advertising, brand name, variety seeking …The psychographic variables like emotions associated with the brand image constitute the personality of a brand …

We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad … allocation on Bing. Competitors are able to stealtraffic from the focal brand, and they steal an order of magnitude more clicks … consumers returning to Bing in less than 30 seconds after the click, comparedto 7% for consumers clicking on the focal brand …

stay in business. Nowadays, both product and corporate branding are important and given the increase in online advertising …, additional research to better understand advertising avoidance is needed. Most advertising avoidance studies to date measure … either task attention or attention to advertising. This paper contributes to a more holistic view of attention by examining …

Purpose of the article: To review recent research into the connection between brand archetypes and masculinity … archetypes in advertising and assess them from a consumer engagement perspective. The study focused primarily on two main … questions. The first was to find out which brand archetypes and masculinity archetypes are the most common in advertisements …

value. Methods of analysis and synthesis were used to determine the features of the implementation of the brand advertising …The aim of the study was to determine the impact of brand social media marketing on the dynamics of the company's share … links between the implementation of the advertising campaign and the overall performance of companies. The essence and …

We estimate the distribution of television advertising elasticities and the distribution of the advertising return on … investment (ROI) for a large number of products in many categories. Our results reveal substantially smaller advertising … over-investment in advertising by most firms. While the overall ROI of the observed advertising schedule is only positive …

The purpose of this study is to find the effectiveness of using animated characters in advertising targeted to kids … significant effect on product and brand character recognition, Product-Brand Character Association and brand preference. The … studies on advertising targeted at kids in Pakistan. …

The main purpose of this study was to examine how complementary product fit and awareness influence brand attitude … brand awareness had a positive influence on brand attitude. Regarding the product fit effect, the product fit did not show … any significant effect on brand attitude. The results also indicated that WOM had a significant influence on product fit …