Study: Interactive TV ads resonate with viewers

November 2011
CED;Nov/Dec2011, Vol. 37 Issue 10, p10
Trade Publication
The article informs that an interactive and creative advertising of an organization is responsible to enhance the customer's involvement in establishing brand value.


Related Articles

  • Making Good of Doing Bad: Negotiating Transgressions in Consumer-Product Relationships. Fournier, Susan; Brasel, S. Adam // Advances in Consumer Research;2002, Vol. 29 Issue 1, p102 

    Focuses on negotiating transgressions in consumer-product relationships. Role of brand equity and tangibility in addressing transgressions; Examination of how transgressions affect the development of relationship strength.

  • Measuring Brand Equity: Proposal for Conceptual and Methodological Improvements. Jourdan, Philippe // Advances in Consumer Research;2002, Vol. 29 Issue 1, p290 

    This study proposes an individual measure of brand equity based on consumer preferences and choices. Starting from the valuation method developed by Park and Srinivasan, the author suggests both conceptual and methodological improvements. A survey-based experiment for 32 brands comparing...

  • Consumer Preference Development. Hoeffler, Steve // Advances in Consumer Research;2002, Vol. 29 Issue 1, p406 

    Explores several dimesions of consumer preferences development. Explanation for duration-sensitive pricing of hedonic stimuli around an arbitrary anchor; Development of consumer preferences; Effect of new product learning on innovation techniques of new product.

  • MEASURING CUSTOMER BASED BRAND EQUITY USING HIERARCHICAL BAYES METHODOLOGY. Sinha, Ashish; Lesczyzc, Peter Popkowski // AMA Winter Educators' Conference Proceedings;2000, Vol. 11, p156 

    In recent times, the area of branding and brand equity has received considerable attention (Keller 1994; Chernatony and McDonald 1998; Aaker 1991). This recent resurgence of research in the area of brand equity can be attributed to the constantly changing external environment in which we find...

  • Summary Brief: Global Brand Relationship: Customer Relationship with a Brand that does not Exist in the Market. Abosag, Ibrahim; Bekh, Oleksii // Society for Marketing Advances Proceedings;2010, p27 

    The article presents a summary of the study on the relationship between a consumer and a global brand that has not yet entered a certain market within the cultural context of customer-brand relationship (CBR) of Ukraine.

  • March.  // Brandweek;3/9/2009, Vol. 50 Issue 10, p28 

    A march 2009 calendar of congresses and conventions relating to marketing is presented which includes a seminar on integrated competitive intelligence, a seminar on building brand equity and a conference on marketing creativity and strategies.

  • DO CUSTOMER EXPERIENCES ENHANCE RETAIL BRAND EQUITY? Leischnig, Alexander; Schwertfeger, Marko // AMA Summer Educators' Conference Proceedings;2012, Vol. 23, p323 

    An abstract of the article "Do Customer Experiences Enhance Retail Brand Equity?" by Alexander Leischnig et al is presented.

  • DOES BRAND EQUITY MEAN BRAND EQUITY? AN EMPIRICAL STUDY OF CONSUMER BASED BRAND EQUITY AND FINANCIAL BASED BRAND EQUITY. Thuy Nguyen; Dadzie, Charlene; Davari, Arezoo // AMA Summer Educators' Conference Proceedings;2013, Vol. 24, p344 

    An abstract of the article "Does Brand Equity Mean Brand Equity? An Empirical Study of Consumer Based Brand Equity and Financial Based Brand Equity" by Thuy Nguyen, Charlene Dadzie and Arezoo Davari is presented.

  • Measuring Brand Trust Using Brand Equity Model in Oral Care Product Category. Srivastava, Mallika; Arora, Sidharth; Lakhotia, Supreet; Tripathy, Subhrojyoti // International Journal of Multidisciplinary Approach & Studies;Nov/Dec2015, Vol. 2 Issue 6, p132 

    The market today is highly cluttered and ever-alternating with innumerable brands trying to lure customers. But the true survivor and champion is a brand that changes its strategies not only to achieve a high recall value but also scores a deep and intimate connect with customers. The purpose of...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics