1. IIMB-
  2. Students Scholar Bank
  3. PGP
  4. CCS
  5. 2016
Please use this identifier to cite or link to this item: https://repository.iimb.ac.in/handle/2074/20581
Title: Understanding dimensions of creativity in advertising and their role in influencing consumer purchase decisions in the Indian context.
Authors: Pandey, Aishwarya 
Jaiswal, Mishita 
Keywords: Advertising;Consumer Purchase Decisions;India;Consumer behaviour;Consumer purchasing behaviour;Indian advertising
Issue Date: 2016
Publisher: Indian Institute of Management Bangalore
Series/Report no.: PGP_CCS_P16_017
Abstract: Through this project we have tried to analyze various dimensions of creativity that affect the brand attitude and helps consumers at different stages of decision-making. What is the significance of a creative ad in determining the brand attitude for a consumer? What dimensions should be incorporated in any creative ad to make a significant impact? We believe that the analysis is going to help the marketers in determining the ad strategy for a brand or a product.
URI: https://repository.iimb.ac.in/handle/2074/20581
Appears in Collections:2016

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