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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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 |
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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 |
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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. |
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K., Anupama Suresh, Kalyani |
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K., Anupama Suresh, Kalyani |
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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 |
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Animo Repository |
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2018 |
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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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