NDLI: Consumers’ Message Orientation in Television Advertising and Branding: a Study on Indian Consumers

Content Provider	Springer Nature Link
Author	Mohanty, Sandeep Kumar Sahney, Sangeeta
Copyright Year	2015
Abstract	The paper defines television advertising message from the consumers' point of view within the discourse of cross-cultural marketing communication. It highlights the ‘consumer preferred’ cultural elements in a scenario, where attitude towards advertisement, attitude towards brand and purchase intentions are absolutely relevant. As the paper explores the major ‘message’ elements employed in television advertisement, Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) have been conducted to identify a smaller number of factors. It has been found that for Indian consumers, advertising messages that affect brand relationship in television advertisement are Entertainment, Social Values, Individual Values, Product Information and Logic. These factors have been found to be well identified in the message and can be studied individually. There is no study that draws the attention of Indian consumers towards message from cross-cultural context. This is one of the original studies that respects the practitioners and academics views, but explores the Indian consumers' view to justify the need and importance of future research in this country.
Starting Page	275
Ending Page	291
Page Count	17
File Format	PDF
ISSN	00332968
Journal	Psychological Studies
Volume Number	60
Issue Number	3
e-ISSN	09749861
Language	English
Publisher	Springer India
Publisher Date	2015-08-04
Publisher Place	New Delhi
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Message Television advertising Cross-cultural marketing communication Branding Psychology General Psychology Personality and Social Psychology
Content Type	Text
Resource Type	Article
Subject	Medicine Psychology

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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