Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

Introduction

THE RELEVANCE OF ADVERTISING AND BEHAVIOURAL DIMENSIONS IN THE DIGITAL AGE

The changing environment in the Indian context brings several challenges to marketers; changing lifestyles of consumers, diverse cultural factors, growing aspirational levels of consumers and the role of digitalization of media are some of the important aspects that are associated with the changing environment. Brands are all about offering value to consumers and brand communication plays an important role in the equity of a brand. Advertising associated with a brand is an important aspect of brand communication. Brand communication involves every side of the brand that is associated with the consumer in terms of advertising, social media and any aspect that ...