The success of lifestyle brands and consumers consciousness through television advertisements - A Research Study

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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