Effect of (Sexual Illustrations on Brand–Products Recall

Following trends in the western world, Indian marketers have of late resorted to using sex appeal in advertisements. This study was conducted to test a few hypotheses relating to brand recall by broadening the concept of brand recall. Advertisements representing sexual and non-sexual illustrations w...

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Veröffentlicht in:	Vikalpa 1979-10, Vol.4 (4), p.307-318
Hauptverfasser:	Mehta, Subhash C., Bhagwat, Nitin, Bhargava, Pravin, Vohra, Atul
Format:	Artikel
Sprache:	eng
Online-Zugang:	Volltext
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