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- Title
The Impact of Comparative Communication in Advertisements on Brand Image: An Exploratory Indian Perspective.
- Authors
Mehta, Nikhil K.
- Abstract
In this research, the nature of communication of 10 Indian advertisements is studied and associated with their perceived brand image on an exploratory basis. The sample of this study comprises 57 Indian respondents who are aware of all 10 selected advertisements and their contents. Logistic regression is used to understand the probability of perceived brand image. The study suggests that brand image is perceived to be tarnished for brands that exploited adverse/hostile communication naming the rival brands. The brand image is perceived to be created/improved of those brands that presented their message using amicable communication through non-comparative advertisements. Mixed response was found for the brands that use adverse/hostile communication without naming the rival brands. Statistical results also suggest an association between the nature of communication and brand image. Findings from the literature suggest that the aim of comparative advertisements is to claim superiority which is indicative of individualistic, egoistic values and low context communication. Values as exhibited in comparative advertisements are understood to be contradicting collectivism and high context communication, expected in Indian values. Considering that the essentials of Indian advertising are based on the values of Indian society, for managerial implications, the wisdom of Mahabharata and Srimad Bhagavad Gita are considered to an extent, as these are conventionally acknowledged as the basis of Indian values and societal norms.
- Subjects
INDIA; ADVERTISING effectiveness; BRAND image; BRAND identification; ADVERTISING &; culture; ADVERTISING
- Publication
IUP Journal of Brand Management, 2012, Vol 9, Issue 4, p6
- ISSN
0972-9097
- Publication type
Article