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Brand Extension is a strategy used by most companies to leverage an existing brand name for other products (Serrao & Botelho, 2008). Kingfishers packaged drinking water is an example of brand extension. The effect of brand extension on brand image of the original product has been studied by in the above mentioned paper. Brand Image is essentially the set of perceptions which a potential consumer hold of the product attributes. Stronger is this set of perceptions, stronger is the brand image. Now brand extension can have both effects on the brand image of the initial product. It might go on to dilute it in case the extended brand is not able to meet the expectations or it can also reinforce it. In our case where advertisements of liquor are banned, surrogate advertisements can be the sole medium of building more information about the product and hence can strengthen the brand image.

This leads to our last hypothesis:

H4: Post exposure to Surrogate advertising, the relationship between Brand Image and Brand Attitude will be strengthened.

Gap in Literature:

The Literature Review has helped us in understanding the various factors that are to be considered in analyzing the effectiveness of surrogate advertising, i.e. the literature aided us in defining the variables of our study. While the various research papers provided above have studied extensively about the impact of surrogate advertising in countries where these advertisements are not banned i.e. mostly developed countries, little work has been done to in this field in developing countries like India where liquor and tobacco are major industries and surrogate advertising is banned. Thus this research will help in understanding the effectiveness of surrogate advertising on the Indian consumers. Although Jamshedpur is being taken as a representative sample for this study which has its distinct demographics and lifestyle, our objective is to get statistically significant results which could be extrapolated to states in India and developing countries across the world with similar characteristics.

Operationalizing and Measuring variables for study:

Brand Awareness:

Researchers have assessed brand awareness through the use of recall and recognition scales, which test the ability of consumers to remember advertising from memory. In the paper Dimensional Relationships Aided recall and recognition (Zinkhan, Locander & Leigh 1986) it was determined that cued recall is less demanding for the consumer because they are provided cues to access the appropriate memory trace.

Recognition is much easier than the previous two methods in that target items are presented along with one or more distractor items to the respondents (Leigh & Menon, 1986).Therefore, recognition is solely dependent upon one's ability to discriminate the correct items from the dist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。