Advertising and Sales Promotion

There may be various reasons why consumers repeatedly purchase a specific brand in a particular product category. But the success of a firm depends on its capability to attract consumers towards its brands. The effects of advertising and sales promotions on consumer purchase behaviour are therefore of great interest to marketing managers and researchers alike. In this context, it becomes imperative to undertake a synoptic view of the subject of brand loyalty and its relationship with advertising and consumer sales promotions. The present book is an attempt to look at the Impact of Advertising and Sales promotion on Brand Switching Behavior of Consumers.

Autorentext

Dr. Komal Nagar is an Assistant Professor at The Business School, Jammu University with a Ph.D. in Marketing and over 10 years of experience in academics and corporate. She has to her credit several publications in international and national journals. Her research interests lie in the areas of Brand Management, Advertising and Consumer behavior.