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Expansion Advertising as a Precursor to Brand Loyalty in India∗
S. Ramesh Kumar and Aalap Sharma
Marketers have used the concept of expansion advertising to increase the sales of a mature product in developed markets. The concept has not been studied in terms of applicability in the developing markets. The Indian FMCG market, in particular, offers a unique situation of a fragmented market share and high advertising clutter. The study attempted to draw a linkage between brand loyalty, expansion advertising and advertising appeals in the context of the Indian soap market. A comprehensive literature survey was used to enable a flow of concepts. Qualitative and quantitative techniques were used to elicit customer responses with regard to expansion ...
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