Consumer Self-Engagement with Fast Moving Healthcare Brands in India: Ad Creativity and Attitude Towards the Ad and Brand as Influencers

• Main Authors: K., Anupama, Suresh, Kalyani
• Format: text
• Published: Animo Repository 2018
• Subjects: advertisements; functional foods; dietary supplements; creativity; consumer attitude; brand engagement
• Online Access: https://animorepository.dlsu.edu.ph/apssr/vol18/iss3/3; https://animorepository.dlsu.edu.ph/context/apssr/article/1182/viewcontent/3_20Research2_20Anupama_20122018.pdf
• Institution: De La Salle University

With television still being the dominant avenue for advertising in India, the study seeks to enhance the understanding of consumer behavior underlying ad and brand attitude formation leading to the self-engagement with fast moving healthcare goods (FMHG). Data (n =100) was collected through online q...