Year: 2024
Type: article
Study design: Observational Study
Abstract: Advertising is an important determinant of consumer choice and brand preference in a competitive marketplace.This research considers the role of advertisements on consumer brand preference by determining the effectiveness of various advertising strategies across media outlets.The study considers variables such as advertisement frequency, appeals to emotion, celebrity endorsements, design appeal, and offers.A set questionnaire was administered to 87 respondents, and data were computed using frequency distribution, chi-square tests, correlation, and ANOVA.The results indicate that celebrity endorsements have a mixed influence, while message content, visual, and transparency heavily influence consumer brand preferences.The research concludes that consumer brand preferences are heavily influenced by advertisements, particularly among young consumers, yet brand loyalty and product quality continue to matter.
Author: Dhana Priya K
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4413768582