Flagship, Flanker Brands and Indian Consumers' Buying Decisions: A Study on the Impact of Brand Narratives of Hindustan Unilever Limited and Procter & Gamble.
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MURTHY, E N BRAND MANAGEMENTSummary: The main objective of this paper is to identify the impact of brand narratives on consumer buying decisions towards flagship and flanker brands of Hindustan Unilever Limited (HUL) and Procter & Gamble (P&G) and to identify the impact of various parameters of advertising which affect purchasing decisions. The viewpoint of respondents on brand narratives of flagship and flanker brands has been discussed. The recorded data are analyzed with cross-tabulation, regression, independent sample t-test and ANOVA. The findings of the study indicate that brand narratives of flagship brands are more preferred by respondents in both fabric care and hair care categories of HUL and P&G. The regression technique has been used to identify the relationship among dependent and independent variables
| Item type | Current library | Call number | Vol info | Status | Notes | Date due | Barcode | Item holds | |
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Journal Article
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Main Library | Vol 16, No 1/ 55510091JA2 (Browse shelf(Opens below)) | Available | 55510091JA2 | |||||
Journals and Periodicals
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Main Library On Display | MAGAZINE/MAR/Vol 16, No 1/55510091 (Browse shelf(Opens below)) | Vol 16, No 1 -- Vol 15, No 1 (01/03/2019) | Not for loan | The IUP Journal of Brand Management - March 2019 | 55510091 |
The main objective of this paper is to identify the impact of brand narratives on consumer buying decisions towards flagship and flanker brands of Hindustan Unilever Limited (HUL) and Procter & Gamble (P&G) and to identify the impact of various parameters of advertising which affect purchasing decisions. The viewpoint of respondents on brand narratives of flagship and flanker brands has been discussed. The recorded data are analyzed with cross-tabulation, regression, independent sample t-test and ANOVA. The findings of the study indicate that brand narratives of flagship brands are more preferred by respondents in both fabric care and hair care categories of HUL and P&G. The regression technique has been used to identify the relationship among dependent and independent variables
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