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We begin by examining the impact of surrogate advertising of alcohol brands (Parulekar, 2005) on their brand equity (as defined by Keller 1993). The Government of India banned advertising of alcoholic beverages and cigarettes vide Rule 7(2) of the Cable Television Networks Rules 1999. In response, marketers of alcohol brands resorted to advertising of non-alcoholic beverages, sports gear, bottled water and a host of other alcohol-unrelated products as extensions of their alcohol brands. This form of advertising is now referred to as 'surrogate advertising'.

Brand Awareness:

Brand awareness has been an important and often used construct for researchers assessing advertising and sponsorship effectiveness (e.g., Johar, Pham, & Wakefield, 2006; Keller, 1993, 2003, 2008; Lardinoit & Derbaix, 2001; Macdonald & Sharp, 2003; Sandler & Shani, 1993). Keller (1993, 2008) pointed out that brand awareness, or consumers' ability to recall and recognize a brand from memory, is an important factor in the consumer decision-making process. For example, it is important that consumers are able to retrieve the name of the brand when they think of a particular product category.

Brand Awareness consists of brand recall and brand recognition and brand recall can be further divided into aided recall and unaided recall (Zinkhan, Locander & Leigh 1986). Brand Recall is the extent to which a brand name is recalled as a member of a brand, product or service class, as distinct from brand recognition (Leigh & Menon, 1986). Brand Recognition reflects the ability of a consumer to see a particular brand as an established brand and not as a brand which they are seeing for the first time. Brand awareness measures the accessibility of the brand in memory. Brand awareness can be measured through brand recall or brand recognition. Brand recall reflects the ability of consumers to retrieve the brand from memory when given the product category, the needs fulfilled by the category, or some other type of probe as a cue. Brand recognition reflects the ability of consumers to confirm prior exposure to the brand (Miladian, Hossein, and K. Nagendra Badu., 2009). In addition, brand awareness is important as it alone can affect consumers' decisions about brands in a consideration set (Keller, 1993). This is especially true for low-involvement products (e.g., soap) as consumers are likely to minimize their decision-making efforts (Keller, 1993, 2008). Consumers attempt to save time and cognitive effort, by selecting a brand they know (Macdonald & Sharp, 2003) or with which they are familiar (Aaker, 1991).

Brand Image:

Brand image is variously defined as 'the set of beliefs held about a particular brand' (Kotler, 1988, p. 197) or 'a set of associations, usually organized in some meaningful way' (Aaker, 1992, pp. 109-10).The second school, variously termed the brand image school, (Joyce, 1967; Ogilvy, 1963), humanistic advertising (Lannon and Cooper, 1983) and right-hand side of brain approach (McDonald, 1992) has at its core a more symbolic, intuitive and emotional view of products and advertising in the scheme of consumer decision making. Brand Image is the overall perce本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。