Effect of Advertisement on Brand Love : A Case Study on Generation Y

Abstract

The concept of branding is wide encompassing today particularly for generation Y customers. Marketers are ever more interested about the specific mediums not only to give customers brand awareness but also to make them captive. Brand love, a relatively evolving concept in marketing paradigm, is one of the mediums that help marketers capture the mind and heart of the customers. The present research accordingly applies an empirical lens to substantiate the impact of advertisements on brand love. Using convenience sampling technique, data from 200 respondents was taken to estimate a two variable regression model. The results of the study suggest that the advertising policy of a firm is a significant determinant of brand love. Since brand love is earning a lot of interest of marketing practitioners, the present study offers some policy guidelines to approach brand love in a systematic manner. Finally, the present study highlights the limitations, restrictive weaknesses, and possible avenues for future research.