Understanding dimensions of creativity in advertising and their role in influencing consumer purchase decisions in the Indian context.

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Please use this identifier to cite or link to this item: https://repository.iimb.ac.in/handle/2074/20581

DC Field	Value	Language
dc.contributor.advisor	Mulky, Avinash G
dc.contributor.author	Pandey, Aishwarya
dc.contributor.author	Jaiswal, Mishita
dc.date.accessioned	2021-11-15T10:50:35Z	-
dc.date.available	2021-11-15T10:50:35Z	-
dc.date.issued	2016
dc.identifier.uri	https://repository.iimb.ac.in/handle/2074/20581	-
dc.description.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.
dc.publisher	Indian Institute of Management Bangalore
dc.relation.ispartofseries	PGP_CCS_P16_017
dc.subject	Advertising
dc.subject	Consumer Purchase Decisions
dc.subject	India
dc.subject	Consumer behaviour
dc.subject	Consumer purchasing behaviour
dc.subject	Indian advertising
dc.title	Understanding dimensions of creativity in advertising and their role in influencing consumer purchase decisions in the Indian context.
dc.type	CCS Project Report-PGP
dc.pages	20p.
Appears in Collections:	2016

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