IDEAS home Printed from https://ideas.repec.org/a/ids/ijbire/v6y2012i6p676-697.html
   My bibliography  Save this article

Cognitive associations between advertising and brand response among consumers in Mexico

Author

Listed:
  • Rajagopal

Abstract

In a competitive marketplace firms invest in aggressive and persuasive advertising in order to induce effective consumer response to the brands. The brand advertising also helps in building loyalty in consumers who would otherwise buy the switch to alternative products in the market. Firms introduce advertising led branding strategies also to augment brand response among consumers and top of the mind brand image. However, there exists asymmetric cognitive relationship between the advertising and brand response due to varied perceptional attitudes of consumers. Thus, based on the extensive survey of literature and empirical data collected from 104 respondents in Mexico, this study explores the relationships between two central elements of brand response programmes - advertising and brand awareness and their impact on brand equity creation. This study tests various research propositions and drives future research on the subject.

Suggested Citation

  • Rajagopal, 2012. "Cognitive associations between advertising and brand response among consumers in Mexico," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 6(6), pages 676-697.
    • Handle: RePEc:ids:ijbire:v:6:y:2012:i:6:p:676-697
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=49491
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbire:v:6:y:2012:i:6:p:676-697. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=203 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.