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

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...

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Main Authors: K., Anupama, Suresh, Kalyani
Format: text
Published: Animo Repository 2018
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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
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Institution: De La Salle University
id oai:animorepository.dlsu.edu.ph:apssr-1182
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spelling oai:animorepository.dlsu.edu.ph:apssr-11822024-06-15T01:12:02Z Consumer Self-Engagement with Fast Moving Healthcare Brands in India: Ad Creativity and Attitude Towards the Ad and Brand as Influencers K., Anupama Suresh, Kalyani 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 questionnaires using stratified sampling from respondents in two cities of Tamil Nadu, India. The analysis reveals an indirect effect of creative divergence on consumer self-engagement with functional foods and dietary supplements through attitude towards the ad and brand. Gender, age, and income are mediating variables, with the consumers typically belonging to the female gender, the lower age groups, and lower income groups. 2018-12-30T08:00:00Z text application/pdf https://animorepository.dlsu.edu.ph/apssr/vol18/iss3/3 info:doi/10.59588/2350-8329.1182 https://animorepository.dlsu.edu.ph/context/apssr/article/1182/viewcontent/3_20Research2_20Anupama_20122018.pdf Asia-Pacific Social Science Review Animo Repository advertisements functional foods dietary supplements creativity consumer attitude brand engagement
institution De La Salle University
building De La Salle University Library
continent Asia
country Philippines
Philippines
content_provider De La Salle University Library
collection DLSU Institutional Repository
topic advertisements
functional foods
dietary supplements
creativity
consumer attitude
brand engagement
spellingShingle advertisements
functional foods
dietary supplements
creativity
consumer attitude
brand engagement
K., Anupama
Suresh, Kalyani
Consumer Self-Engagement with Fast Moving Healthcare Brands in India: Ad Creativity and Attitude Towards the Ad and Brand as Influencers
description 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 questionnaires using stratified sampling from respondents in two cities of Tamil Nadu, India. The analysis reveals an indirect effect of creative divergence on consumer self-engagement with functional foods and dietary supplements through attitude towards the ad and brand. Gender, age, and income are mediating variables, with the consumers typically belonging to the female gender, the lower age groups, and lower income groups.
format text
author K., Anupama
Suresh, Kalyani
author_facet K., Anupama
Suresh, Kalyani
author_sort K., Anupama
title Consumer Self-Engagement with Fast Moving Healthcare Brands in India: Ad Creativity and Attitude Towards the Ad and Brand as Influencers
title_short Consumer Self-Engagement with Fast Moving Healthcare Brands in India: Ad Creativity and Attitude Towards the Ad and Brand as Influencers
title_full Consumer Self-Engagement with Fast Moving Healthcare Brands in India: Ad Creativity and Attitude Towards the Ad and Brand as Influencers
title_fullStr Consumer Self-Engagement with Fast Moving Healthcare Brands in India: Ad Creativity and Attitude Towards the Ad and Brand as Influencers
title_full_unstemmed Consumer Self-Engagement with Fast Moving Healthcare Brands in India: Ad Creativity and Attitude Towards the Ad and Brand as Influencers
title_sort consumer self-engagement with fast moving healthcare brands in india: ad creativity and attitude towards the ad and brand as influencers
publisher Animo Repository
publishDate 2018
url https://animorepository.dlsu.edu.ph/apssr/vol18/iss3/3
https://animorepository.dlsu.edu.ph/context/apssr/article/1182/viewcontent/3_20Research2_20Anupama_20122018.pdf
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