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Advertising, Brands and Consumer Behaviour
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Advertising, Brands and Consumer Behaviour
The Indian Context

  • S Ramesh Kumar - Professor of Marketing, IIMB Chair of Excellence (2016–2019), Indian Institute of Management, Bangalore
  • Anup Krishnamurthy - Assistant Professor of Marketing, St. Joseph’s Institute of Management, Bangalore


May 2020 | 264 pages | SAGE Publications Pvt. Ltd

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.

Key Features:

•             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 



 
Preface
 
Acknowledgements
 
Introduction
 
5Star
 
Aashirvaad Atta
 
Ariel
 
Ayush Facewash
 
Ayush Toothpaste
 
Bigbasket
 
Boost
 
Bournvita
 
BRU
 
Cadbury Dairy Milk
 
Cadbury Hot Chocolate
 
Cinthol
 
Cinthol Original
 
Clinic Plus
 
Closeup
 
Coca-Cola (in the Indian Context)
 
Colgate Strong Teeth
 
Colgate Vedshakti
 
Comfort / Complan
 
Dettol
 
Disprin
 
Dove
 
Dove Shampoo
 
Fair & Lovely
 
Goodknight
 
Goodknight Green Shakti
 
Google Chrome
 
Hamam
 
Hero Pleasure
 
Himalaya
 
Honda
 
Horlicks
 
Iodex
 
ITC Soaps
 
Kumbh Mela
 
Levista
 
Lifebuoy
 
Lipton
 
Liril
 
Lux
 
Maggi
 
Moov
 
Nescafé
 
Nescafé Sunrise
 
NutriChoice
 
O’cean one8
 
Onida
 
Oral-B
 
Oreo
 
Parachute
 
Parle-G
 
Patanjali
 
PediaSure
 
Peter England
 
Pond’s Dream Talc
 
Pond’s Facewash
 
Quaker Oats
 
Raga
 
Rin
 
Royal Enfield
 
Saffola Oats
 
Santoor
 
Santro
 
Sensodyne
 
Start a Little Good
 
Sundrop Oil
 
Sunfeast Farmlite
 
Sunsilk
 
Surf
 
Surf Excel
 
Surf Excel Bar
 
Thums Up
 
Titan
 
Tropicana
 
Vanish
 
Vim
 
Volini
 
Women’s Horlicks and Women’s Bournvita
 
Yippee
 
Index

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Paperback
ISBN: 9789353883928
$40.00