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: | , |
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| Format: | text |
| Published: |
Animo Repository
2018
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| Subjects: | |
| 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 |