Role of Advertising Message in the Development of Brand Image with Reference to Insurance Industry: an Exploratory Study

• 발행기관: 강원대학교 경영경제연구소
• 저자명: S. S. Bhakar Nitin Sikarwar
• 간행물 정보: 『아태비즈니스연구』제4권 제1호, 43~51쪽, 전체 9쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2013.06.30

영문 초록

The research is done with reference to insurance industry. Three companies are taken for the study, first one is LIC, second is ICICI Prudential and third one is ING Vysya life insurance. The impact of advertising message was seen on the brand image of these companies. Six print ads were taken for each company and data was collected from five hundred and forty respondents and forming a sample size of thirty. Three questionnaires were prepared one for brand image before showing ad; second one for advertising message and third one for brand image after showing ads. Through this study these three companies were also compared on the ground of which company has the effect on its brand image by showing ads of that company before and after.

목차

Introduction

Rationale

Review

Objectives of the study

Methodology of the Research Work

RESULTS AND DISCUSSIONS

Discussion

키워드

Insurance Industry Advertising Massege Brand Image