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An Empirical Approach to Probe the Relationship between Advertisement and Brand Image – A Rural Perspective

Affiliations

  • School of Management, SASTRA University, Thanjavur – 613401, Tamil Nadu, India

Abstract


Background/Objectives: Brand image is a powerful asset which can be easily reached with the customer through an advertisement medium. A well recognized and trusted brand identity makes the product to reach the customer’s heart long lasting. This brand identity conjures up pictures in the psyches of the customer. The Brand image is an amalgamation of the individual’s experience based on internal and external sources. even though advertisements play a lead role in creating and re-regulating the brand image, personal experience and the persuasion of the customers may shift the customer’s mindset. Thus, it is very much vital to analyze the impact of advertisements and its role in creating a Brand image through the perception of rural customers. Methods/Statistical Tools: Based on the first objective, it is observed that the mean score of “Effect/impact of advertising can change as the brand grows older” is high (3.30) among rural customers. Factor analysis is then applied to reduce the factors and how it impacts brand image. Findings: The major factors extracted are Ads exposure, Quality Products, Purchase frequency, Product comparison, Brand image. The impact of advertisement on Brand image was found by using regression analysis and a proposed model for the study was constructed. Application/ Improvements: The current study analyzes the factors regarding the influence of advertisements among rural consumers which paves way to formulate various promotion strategies by the marketers.

Keywords

Advertisements, Brand Image, Exposure, Factor Analysis, Multiple Linear Regression, Product Comparison, Purchase Frequency.

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