The success of lifestyle brands and consumers consciousness through television advertisements - A Research Study
Published: 2013
Author(s) Name: Ruhi Lal, Zakia Tasmin Rahman |
Author(s) Affiliation: Assistant Professor, Amity School of Communication (ASCO), Amity University, Noida, UP, India.
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Abstract
Brand image is attained when brand attain a level that
determine its success. Today many brands have concluded
that the younger segment determine the unique selling
proposition of a brand. Hence, segmenting and rightly
targeting the younger section of society is one obvious
approach used for existing as well as upcoming brands.
While the subject research of this paper is restricted to the
youth, lifestyle advertising has in reality penetrated the
young and the old as well, the scope of which is beyond this
paper. A research study was carried out to find the real
meaning of success of a lifestyle brand .The research study
was done by targeting the various youth of Delhi / NCR
region that constitute the style statement in terms of brand
image.This study is focused on lifestyle product in order to
realize what youth think, conceive, feel, and learn upon
lifestyle brands.A basic introduction to the core objective of
research that is, understanding the impact of lifestyle
branding in making the youth brand conscious and how
such consciousness translates to the success of the brand
and Proving Brand Success in terms of Brand
Consciousness. With a dynamic TV market and
entertainment industry; an emerging affluent class,
opening of the economy, India seems to be among the most
significant markets for lifestyle Brands. The splash of
lifestyle programming is only indicative of the times to
come. The rest of the document revolves around the
‘Effectiveness of Lifestyle Advertising on television for
brand success among youth’, particularly elaborating on
brand consciousness that percolates to making a brand
successful. In order to assess these perceptions, this study
employed Ajzen and Fishbein’s (1980) theory of reasoned
action as a conceptual framework for investigating the
effect that lifestyle orientation has on consumer attitudes
toward lifestyle advertising. This study is based on the
assumption that intention to perform a given behavior can
be predicted by the consumer’s attitude toward the
behavior (Ajzen & Fishbein, 1980) which will help the
author to define success of brand.
Keywords: Lifestyle advertising, Lifestyle Brand, Brand Success, Brand Consciousness, Brand Image, Television Advertisements
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