This textbook will be useful for students of MBA and PGDM courses. It will also be useful to attendees of Executive and Management Development Programs.
Advertising and branding are inseparable aspects of a brand’s success and understanding consumer behaviour acts as the key to achieve this. The textbook introduces the reader to different concepts of consumer behaviour through discussions on several leading brands and advertisements. It explains how the advertisements are intricately linked to behavioural (psychological) dimensions of the consumer. The concepts used are drawn from classical and contemporary literature on consumer behaviour. In order to keep the reader in sync with recent developments in the field, the book integrates social media and digital advertisements with traditional ones.
Each chapter ends with suggested in-depth journal readings that are relevant to the concepts explained in the respective chapter and a set of discussion points to aid classroom teaching and learning process.
• Focuses on building a strong conceptual perspective that triggers critical thinking and detects alternatives in a given context
• Provides real-life examples of brands (creating theory–practice linkages)
• Covers several well-known Indian brands across product categories
• Includes online resources explaining the use of the book for instructors of consumer behaviour courses and related subjects